At the end of August, in the 75 cities of presence of the Westfalika network, which is part of the Obuv Rossii group of companies, the brand’s television advertising campaign starts with the participation of singer Valeria. The budget of the advertising campaign for the new autumn-winter season will increase by almost 2 times compared to the same period last year and amount to 100 million rubles. The leading television channels of the country, such as ORT, Russia 1, TNT and STS, were selected as the platform for posting videos. In general, investments in promoting the Westfalika brand in the 2013 year will grow by more than 1,5 times and amount to 200 million rubles.
The new movie for Westfalika was shot by Alexander Igudin, one of the most successful contemporary television directors, the author of more than 300 videos and commercials for Western and Russian stars. This is not the first experience of the brand’s collaboration with a well-known director who authored the Westfalika commercial for the fall-winter 2012 season. This year's shooting took place in St. Petersburg at the site of the largest Russian film studio World Russian Studios (RWS). The main idea of the video is that Valeria prefers comfortable, but at the same time beautiful shoes, so she chooses Westfalika shoes both for everyday wear and for performing on stage. Valeria also mentions that she takes an active part in the development of Westfalika collections.
The soundtrack in the commercial uses the 30-second fragment of the new song by the singer Valeria “On the serpentine”. Obuv Rossii GC purchased the rights to use this fragment by the end of July 2014. Filming of the Westfaliki commercial took place simultaneously with the filming of Valeria’s video for the song “On the Streamer”, as evidenced by a number of interesting details. In the video, Valeria wore shoes from the new Westfalika autumn collection, and at the very beginning a hotel called Westfalika appeared in the frame.
Singer Valeria has been the face of Westfalika brands since the end of 2010. According to the estimates of Shoe of Russia, cooperation with the singer gave an increase in sales at the level of 15-20%, and also made it possible to achieve high brand recognition in new regions in a short time. In the spring of 2013, Shoes of Russia expanded the scope of cooperation with the star and introduced the new brand Valeriya by Westfalika. This is a line of exclusive shoes developed with the participation of Valeria. The models of this brand are distinguished by a bright, up-to-date design, expensive materials and accessories, high heels. Now the share of this line in the Westfalika collection is 20%.