HIGH HEEL NAVIGATION SYSTEM
| Title | HIGH HEEL NAVIGATION SYSTEM |
| Brand | DEICHMANN SE |
| Product/Service | DEICHMANN HIGH HEELS |
| Category |
A02. MOBILE WEBSITES AND WEB APPLICATIONS |
|
Entrant Company
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GREY DUSSELDORF, GERMANY
|
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Advertising Agency
|
GREY DUSSELDORF, GERMANY
|
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Production Company
|
STOFF Düsseldorf, GERMANY
|
Credits
| Fabian Kirner |
GREY Germany Gmbh |
Chief Creative Officer |
| Martin Venn |
GREY Germany Gmbh |
Creative Director |
| Alexandros Antoniadis |
GREY Germany Gmbh |
Creative Director |
| Yvonne Kuhn |
GREY |
Art Director |
| Markus Werner |
GREY Germany Gmbh |
Art Director |
| Thomas Kuhn |
GREY Germany Gmbh |
Senior Copywriter |
| Mona Elobeid |
GREY Germany Gmbh |
Director Client Services |
| Dennis Eichner |
GREY Germany Gmbh |
Group Head/Senior Tv Producer |
| Andreas Conze |
Stofff Postproduction Gmbh |
Head Of Marketing |
| Thorsten Hennig |
Stofff Postproduction Gmbh |
Head Of Online Marketing |
| Timmy Frings |
Stofff Postproduction Gmbh |
Executive Producer |
| Tobias Bösing |
Stofff Postproduction Gmbh |
Creative Producer |
| Lars Riebartsch |
Stofff Postproduction Gmbh |
Director |
| Jenny Menz |
Stofff Postproduction Gmbh |
Editor |
| David Balster/Torsten Neuendorf |
Stofff Postproduction Gmbh |
Additional Effects |
| Barbara Richter |
Stofff Postproduction Gmbh |
Vfx Supervisor |
| Oliver Gelbrich |
GREY Germany Gmbh |
Creative Director |
| Derk Hayenga/Hendrik Tervooren |
GREY Germany Gmbh |
Web Developer |
| André Schieck |
GREY Germany Gmbh |
Chief Digital Officer |
| Marco Wickrath |
GREY Germany Gmbh |
Technology Evangelist |
Creative Execution
We created the High Heel Navigation System as a mobile website that works with a map service. The user can be tracked via GPS and see his actual location on the map. Around his position all entered “High-Heel-Traps” are shown. The user can also search for locations (s)he wants to go to, so (s)he can see if there are any obstacles waiting for him/her. To help each other all users can add new obstacles to the map. Furthermore Deichmann stores are added to the map to show the users where they can buy the next pairs of shoes.
With the help of the users we created a constantly growing database with more than 800 “High-Heel-Traps”. Obstacles are reported in more than 35 cities so far.
Furthermore the High Heel Navigation System saved shoes from damage and users from awkward moments and twisted ankles.
A result that causes a happy client, happy customers and happy feet – that’s a lot of happiness for a Navigation System.
Deichmann is the biggest shoe retailer in Europe and can be found in 22 countries. This year we rolled out Deichmann’s new claim “Because we love shoes.” The execution for the mobile channel should be based on a strong insight and also underline the new claim. As our main target group is women we thought about something that has to do with high heels.
The insight: Wearing high heels isn’t always easy – especially if you are not aware of the conditions around you. Some undergrounds make it difficult for high-heel wearers to reach their destination.
The idea: We invent the first High Heel Navigation System. A mobile website that helps you to find the best way to your destination and saves your beloved shoes from damage.
By adding Deichmann stores to the map we made sure that any user also finds the way to his favorite shoe dealer.