Brand ambassador DJs? DC says 'yes'
DC Europe launches new campaign focusing on women's music
Surfersvillage Global Surf News, 8 January, 2013 : - - Authenticity. No Limits. Freedom. These are the key words of DC Europe´s new women campaign. And what could translate these messages better than music by women who live it, love it and make it. So, DC approached DJ’s who represent this attitude across every major European country. Starting in Germany, then the UK, brand ambassador DJ’s, who are local but think global, will tell their story and tell us what life and music means to them.
With each DJ’s story being supported with print ads, a video portrait, online activities, community features, live gigs and other coverage tools, such as features on DC´s own lifestyle portal my.dclife.com DC aims to create a prosperous and ’win-win’ relationship with these DJ’s for a long-lasting collaboration (such as tour presentation, deeper brand tie-ins etc.).
So far, DC has collaborated with Sarah Farina, a multi-talented, credible HipHop/Dubstep/Grime-DJ from Berlin representing Germany, as well as Rebekah, one of Europe´s leading female Techno-DJs (originally from Birmingham, England).
Thierry Kunz, DC´s Head of Marketing Europe: explains ‚Over the last years, DC invested a lot of efforts into the development of our women’s collection. We are always thinking „out of the box“ and want to make things a bit different. DC is a roots-driven, honest brandwith a strong heritage, so, for our new women campaign, it was clear that we had to co-operate with real people who are doing real things instead of models with no story to tell.
Music is connecting us all, music is universal and music is also highly emotional. We found great people who inspired us immediatelythat this is exactly what we were looking for. Both sides are sharing what they do best. The talent and personality of our ambassadors is a highly-motivating, driving force and effective of what we want to communicate. And this is just the beginning...“
Source: DC Shoes
Author: Emmanuel Labadie
Tags: Europe, DC Shoes, Women's Campaigns