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SEO website promotion Diesel

Client

Diesel – Dutch clothing brand and shoes. Denim products are the trademark of the brand. Brand lines also include perfumes, accessories, interior décor, furniture, bicycles, motorcycle helmets, and even cars.

Adaptation of Diesel for the Ukrainian market, BTL, the creation of original graphics and design

SEO promotion Diesel

Project Goals

For our foreign partners - official representatives of the Diesel brand - we carried out the adaptation of the brand to the Ukrainian market. Within the framework of this large-scale task, our team developed the concept of BTL promotion, the design of shop windows and printed image products, as well as the design of the shop’s retail space.

BTL promotion

The main goal of our work was to loudly announce the opening of the flagship Diesel boutique in Kiev. For this, the BTL action format was best suited. This kind of promotion allows you to:

  • make a quick and vivid acquaintance of a wide audience with a product or service;
  • convey to the target audience the most complete information about the object of promotion;
  • get fast results without many months of advertising campaigns;
  • increase the number of potential consumers by switching their attention from competing brands to their brand;
  • stimulate sales growth;
  • show brand positioning and establish an emotional connection with consumers;
  • to attract more customers in comparison with other types of promotion (advertising in newspapers and magazines, on radio stations, outdoor advertising) due to the wow effect that such events provide.
Website Promotion Strategies Diesel
SEO promotion Diesel BTL

Recent marketing trends suggest that any promotional displays become more effective the less consumers perceive them as advertising. BTL-actions just refer to the type of native or disguised advertising. A properly organized event of this kind should, using the minimum budget, maximally bring potential clients closer to the company's products or services.

Promotional concept

In order to make Diesel store opening in the shopping mall noticeable for customers, we organized a party in the shopping area in the Kinoproby theme.

Strategies to promote the site Diesel Concept
SEO Diesel promotion Dmitro Shurov

We invited celebrities, among which were: musician Dmitry Shurov (Pianoboy), showman and singer Kolya Serga, TV presenter Katya Osadchaya, chef and TV presenter Hector Jimenez-Bravo. All guests were invited to walk along the red carpet and feel like the stars of a big movie. We also organized a buffet with an emphasis on American cuisine - in the center were mini-burgers and other treats.

Through the style of the promotional event, as in the advertising campaigns, our team sought to convey the uniqueness of the Diesel brand - energetic, bright and bold. In the global market, this brand has long been synonymous with avant-garde and new technologies. Label fans choose Diesel for the fact that the clothing released under this brand gives them the opportunity to look stylish, unfavorable and radically. This is a brand for those who are not afraid to express their opinions and show individuality. It is not by chance that an Indian with a mohawk is depicted on the emblem of the brand, and the label's slogan reads: “Diesel: Only for the brave”.

Strategies to promote Diesel Jimenez-Bravo

Development of advertising campaigns

To use one channel of communication or one way of promotion is not enough for effective interaction with consumers. Therefore, we decided, in addition to the promotional event, to launch an advertising campaign under the slogan “We are connected # Diesel reloading” and “# Diesel maximum”. The basis of the design layout were conceptual visuals, on which young and bright young men and women appeared in the brand's clothes. We placed the conceptual graphics on bigboards, brandwalls, citylights, printed image products, as well as on the windows and in the interior of the brand’s stores.

Strategies to promote Diesel Katya Osadchaya

Design shop windows Diesel

After developing the concept of the event, ways of advertising it and attracting the audience, we started to design the location where it will be held - the Diesel store itself.

A showcase is the first thing that a customer sees from a store's design. It forms the image of a retail brand and informs potential customers about the positioning of the brand. The main purpose of window dressing is to attract customers and make them want to go to the store. To do this, as part of the exhibition, along with the actual images created from brand clothes, we placed visuals from an advertising campaign.

Registration of the shop's retail space

For Diesel, our team also designed the interior design and design of the store itself. We sought to create a holistic space in which every element - from racks for product placement and the principle of display to shelftalkers and clothing tags - will convey the spirit of the brand. As well as helping customers to get acquainted with the collection of the brand and determine the choice of things.

When designing the retail space, we took into account the principles of zoning, the direction of movement of visitors and priority goods for sale.

Worked with color and lighting. Such a design, thought out to the smallest detail and made in accordance with the latest marketing and merchandising trends, will contribute to the growth of loyal customers and strengthen their loyalty. And this is subsequently converted into sales growth and strengthening of brand positions.

Diesel Promotion Strategies
Diesel promotion strategies by Kolya Serga

Design of printed image production Diesel

Our tasks also included the development of printed image products: branded bags, flyers, invitations to open a store, recommendations for the care of clothing, window pasting elements, business cards and shelftopers. Previously, in accordance with the standards of Diesel, we carried out the adaptation of the graphic concept to the specifics of the Ukrainian retail market.

The concept was received from foreign partners - official representatives of the brand. When creating design layouts, such requirements to printed image products were taken into account:

  • graphics quality;
  • emotional response - positive emotions and positive associations with the brand;
  • quality tactile response - type of printing and method of manufacturing products;
  • informing about the unique advantages of the product;
  • compliance with brand identity.

Result

  • 01

    As a result of the project, our team was able to fulfill all the marketing and advertising tasks set within the framework of Diesel adaptation and the launch of the brand on the Ukrainian market.

  • 02

    An integrated approach to project management and more than seven years of experience with retail brands give us the opportunity to quickly and efficiently implement relevant tasks for the client.

  • 03

    The non-standard format of opening a Diesel brand store along with a bright advertising campaign was able to attract a significant number of customers and allowed us to convey to the target audience the brand positioning and uniqueness.

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