Revolutionizing Safety Shoe Market: Ralf Kauffmann's Innovative Campaign

STEITZ SECURA's Unconventional Approach to Brand Repositioning

STEITZ SECURA, a well-known manufacturer of safety and work shoes, aimed to reposition its brand appearance in the market. The goal was to create an eye-catching, challenging, and unusual appearance that would set them apart from the competition. The campaign's inspiration came from a spiral of contrasting images of boxers who, despite their differences, show high respect for each other and acknowledge each other's performance.

The campaign's unique properties lie in its bold statement of wanting "the best", reflecting the brand's promise to its customers to expect nothing less. This reimagining of communication across all areas, from online and social media to B2B, trade fairs, and POS, defines STEITZ's new attitude.

In 2020, Brainartist launched a cross-media campaign for STEITZ SECURA to acquire new customers. The campaign featured a highly individualized message in a targeted poster campaign, positioned as close as possible to the gates of potential customers, and an individualized mailing with the matching shoe from the current collection. The recipient would receive the matching counterpart when they made an appointment with the sales force.

The campaign's success was evident in its ability to stage Steitz Secura and the "matching" company as a perfect pair. Brainartist developed the complete campaign, which proved to be very successful. The campaign was so successful that it was awarded Silver in the A' Advertising, Marketing, and Communication Design Award in 2021. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation.

The intellectual property rights for this design are held by Louis STEITZ SECURA GmbH + Co. KG, with the campaign's visual content copyright also belonging to them. The company has given Brainartist GmbH permission to submit their joint marketing campaign for an award announcement and use the model illustrations.

In conclusion, Ralf Kauffmann's innovative campaign for STEITZ SECURA has revolutionized the safety and work shoe market. By repositioning the brand and creating an eye-catching, challenging, and unusual appearance, Kauffmann has set a new standard in the industry. This campaign is a testament to the power of innovative design and its ability to transform a brand's image and market position.