Obuv Rossii is launching a television advertising campaign for Westfaliki with Valeria on September 20. Commercials will be shown in 50 cities of Russia on rating TV channels, such as Russia 1, TNT, STS, NTV. This is the first time a television advertisement for Westfalica featuring Valeria has been released. The advertising campaign budget will exceed 60 million rubles. The total annual budget for brand promotion will amount to 120 million rubles.
Obuv Rossii has been cooperating with Valeria since December 2010; in the summer of 2011, the contract with the singer was extended until the end of 2014. In 2011 - the first half of 2012, Westfalika used the image of Valeria only in outdoor advertising, printing and print media. However, since the fall of 2012, cooperation with Valeria has been expanded - television has been included in the list of advertising media.
“Cooperation with Valeria is effective for our company. This contributes not only to an increase in brand awareness and value in the eyes of the consumer, but also to an increase in sales. In general, based on the results of 2011 and the first half of 2012, thanks to an advertising campaign with Valeria's participation, we managed to achieve a 20% increase in sales in Westfalika chains. - comments Anton Titov, director of Obuv Rossii Group of Companies. - Television advertising is a new stage in cooperation between our company and singer Valeria. But we will not be satisfied with what has already been achieved - next season we will release a line of fashionable shoes Valeria by Westfalika ”.
The advertising video for Westfalica was filmed by the famous director Alexander Igudin (director of 5 New Year musicals of the Rossiya TV channel, 300 clips and commercials with the participation of Gerard Depardieu, Alexander Rosenbaum, etc.). The shooting took place in St. Petersburg at 6 sites, one of them is the legendary St. Petersburg hotel "Astoria". The famous stylist and fashion designer Alina German took part in the work on the video (among her latest works is a clothing line for Love Republic; films with the participation of Konstantin Khabensky, Anna Kovalchuk, Alexey Chadov, Andrey Merzlikin, Marina Alexandrova, etc.); cameraman Sergei Dubrovsky (filmed the projects of the First Channel "First Fast" and "First House"). The production budget of the video is more than 10 million rubles.
The main idea of the video is that Westfalika shoes are suitable for different situations. These are excellent footwear for every day, and footwear for outdoor activities, and footwear for a festive occasion. It doesn't matter in what situation you put on Westfalica shoes, you will always look beautiful and comfortable.