clarks
Client relationship since 1999
Clarks has a strong heritage in providing quality footwear for Kids, however a strong positioning for the brand had not been communicated for some time. That was until September 2004 when we developed the Cannes award winning ‘bad fit now, bad feet later’ campaign – based on the knowledge that ill fitting shoes on kids can lead to a lifetime of foot problems.
For the back to school period in 2006 we needed to convince parents that it was worth investing in Clarks school shoes because they are not only the best fit, but also very durable. With this objective in mind we created the shoe repairer TVC with the campaign line ‘Built to fit. Fit to last’, and again achieved a great sales result for this highly competitive selling period.
2008 was a year for Clarks to continue to build on their ‘best fit’ credentials and further differentiate their offering in market. To do this, we tapped into the thinking that the bones children’s feet are soft and pliable. From there we developed the idea that kid’s feet are like clay and a good fitting shoe can help mould them into the right shape. The Feet Factory ad was born. In the tv commercial, we see clay blocks being transformed into perfect children’s feet with the help of shoe shaped moulds while print, point of sale and online was used to reinforce the ‘A perfect fit makes perfect feet’ campaign message.
The Feet Factory campaign has delivered a significant spike in sales while reinforcing Clarks market leader status.
clarks.com.au
our work
television
