Title	OCCUPY BANKSY
Brand	DEICHMANN SE
Product/Service	FILA
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	GREY DUSSELDORF, GERMANY
Advertising Agency	GREY DUSSELDORF, GERMANY

Name	Company	Position
Fabian Kirner	GREY Germany Gmbh	Chief Creative Officer
Martin Venn	GREY Germany Gmbh	Creative Director
Alexandros Antoniadis	GREY Germany Gmbh	Creative Director
Serdar Kantekin	GREY Germany Gmbh	Senior Concept Developer
Linda Koenen	GREY Germany Gmbh	Account Director
Mathias Renner	GREY Germany Gmbh	Director Display/Design
Konrad Nowak	Deichmann SE	Marketing Manager
Brad Vatidez	GREY Germany Gmbh	Art Director
Shaun Thomas	Prime Focus World
Douglas Fayers	Prime Focus World
Alice Wauchope	Prime Focus World
Jochen Herzog	Greyworks	Editor
Wilhelm Dukart	Greyworks	Sound Design

The Brief

The brief of our client Deichmann was to establish their brand FILA in the street-style footwear segment. The main target group was young people between 18-35 with a modern and urban lifestyle. Deichmann wanted a non-standard idea, which stands out from other street-style footwear brands. The idea should be entertaining for the target group and make the sneakers part of the street life. Additionally Deichmann wanted the project to generate content in blogs and social networks. The objectives were that the younger generation gets in contact with the brand and appreciate FILA as a street-style footwear brand, which fits their lifestyle.

Describe how the promotion developed from concept to implementation

Occupy Banksy! Why? Banksy is the most famous street artist in the world. He and his graffitis stand for street-style. The young generation knows him and his pieces all around the world. We used his awareness and popularity to communicate the brand FILA. We cut FILA sneakers in half and travelled to London to equip Banksy pieces with the sneakers. These installations aroused high attention on the streets of London. People took photos and uploaded them in social networks. A lot of blogs shared the occupied Banksys with their community, so that the installations went viral.

Describe the success of the promotion with both client and consumer including some quantifiable results

The success for the client was that we could position FILA exactly in the street-style segment. With the installations we initiated lots of discussions in social networks. A lot of people and blogger noticed the new Banksys and wrote about the installations. The community discussed and shared the articles and photos so that the stunt for FILA went viral. The increased awareness led to more sales of FILA sneakers in the online store of Deichmann. Further we used Google AdDords like: banksy FILA, banksy shoes, graffiti banksy, etc. to lead the people from the Google search to deichmann.com.

Explain why the method of promotion was most relevant to the product or service

To occupy street art to communicate a street-style brand is new and never seen before. Especially Banksy pieces are very famous, so that they led our installations and the brand FILA to high awareness. We could transfer the image of Banksy and his pieces on the brand FILA and the sneakers within the street-style segment. We found a new touch point where we could attract attention and made our target group to ambassadors. A lot of people and blogs shared the occupied Banksys with their community, so that the installations and the brand went viral.