| Title | BIRKENSTORIES |
| Brand | BIRKENSTOCK |
| Product/Service | FOOTWEAR |
| Category |
A04. Series: Fiction & Non-fiction |
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Entrant
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BIRKENSTOCK Wied, GERMANY
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Idea Creation
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BIRKENSTOCK Wied, GERMANY
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Media Placement
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BIRKENSTOCK Wied, GERMANY
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PR
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BIRKENSTOCK Wied, GERMANY
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Production
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BIRKENSTOCK Wied, GERMANY
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Credits
| Armin Block |
Birkenstock GmbH & Co.KG |
Editor |
| Felix Hörnke |
Birkenstock GmbH & Co.KG |
Corporate Video Producer |
| Marco Rönnau |
Fernsehecke Hamburg |
Editing |
Why is this work relevant for Entertainment?
Birkenstories show ordinary people, who go their own way without worrying about what other people think of them. These people just do their own thing. This attitude shows the core, the innermost conviction of the brand: Birkenstock also was never influenced from the outside by fashionable trends, but has always remained true to itself.
Our films reflect just that - and that makes them interesting and entertaining.
Background
Birkenstories are the tales and portraits of people in Birkenstocks all over the world.
Whether a taxi driver in New Delhi, an American Nobel laureate, a papaya farmer from the jungle of Borneo, or an eccentric German manufacturer of expedition vehicles. They focus on characters who are unique – some in a big way, some in a little way. And they have all been committed wearers of BIRKENSTOCKS for years.
Describe the creative idea
Customers around the world show who we are. These films reflect the essence of the brand - they are based on the authenticity of the protagonists, who simply go their own way. And always in Birkenstocks.
Birkenstock wearers wear their shoes with conviction - it is not an accident that they have these shoes. Our investigations have shown that there is a multitude of very interesting personalities among the Birkenstock wearers.
This phenomenon is what we are trying to portrait in our films.
Describe the strategy
There is no strategy, it's about authenticity and being yourself.
Describe the execution
Do the research and find the people, talk to them, film them.
We have no timeline and things like that.
Describe the outcome
We saw above-average growth in brand awareness – especially within our E-Magazine.
We’ve also reached new target audiences and were able to increase the image as well as emotionalize existing target audiences in a new way by showing only real customers, real people with their own life story. The people were focused and central point of interest within these movies – the product was only shown as supporting roles. Although they were not focused we were also able to increase sales on certain products through the E-Magazine articles were the video was presented on birkenstok.com.
We are emotionalizing our customers with our films - they write comments like the following:
"So beautifully filmed such a compelling story. I almost cried when Matto said the Mom Cheetah left the cubs with him. What an impressive film. Thank you."