2014 Winners & Shortlists

The Campaign

Clarks Shoes were seen here in the Middle East as an old fashioned brand that leads the industry in comfort and quality but lacked the “wow” factor to attract new younger customers. Clarks requested a concept that would be innovative, interactive and transform the way people felt about the brand. The execution: Created a special ‘Double Decker Bus’ campaign designed to change perceptions, bring Clarks attributes to life among young shoppers and encourage them to re-engage with the brand. We transformed a traditional London double decker bus to reflect the British heritage of Clarks combined with its new and fashionable shoes. Our special Clarks bus comprised a mini showroom and a top deck catwalk. To make it easy to engage with the media we took it directly to them and the wider Dubai public. First we visited leading media houses and invited journalists to experience the brand. Then we took the bus to the public – starting in Abu Dhabi visiting schools and malls and then stationing the bus on a high profile location at JBR Walk in Dubai The Impact? Showed Clarks was more trendy and accessible and led to a six-fold increase in media requests for press material with October witnessing the highest level of coverage in the history of Clarks in the UAE. A follow-up media audit revealed that Clarks is now seen as fresh, innovative and contemporary. The Project was voted by Clarks internationally as one of their most innovative marketing initiatives in 2013.

The Brief

Consumer research done by Clarks and an analysis of customer demographics and a media audit was undertaken to understand the current perception of Clarks brand. This enables us to develop new and innovative ways to reach their objectives. Objectives were: - Bring Clarks attributes to life among young shoppers and encourage them to re-engage with the brand once more – a brand that often had “negative” perceptions of being forced to wear comfortable and practical shoes as children. - Raise awareness of Clarks new, trendy and more contemporary collection. - Bring brand attributes to life. - Drive footfall to Clarks stores in the region.

Results

Media audit revealed that: The word style was used 9 times compared to ZERO prior to the event Shoes described as Stylish, Modern, and contemporary Perception shifted from Clarks being seen as a traditional old-fashioned brand to one that has something to suit their tastes 29 Journalists attended the event and many more were targeted with Clarks “goody bags” Nearly 500 visitors to the bus participated in the Dubai raffle draw There was no direct social media engagement – but the event still generated 156 likes from 19 photos shared on Instagram, 26 tweets on twitter, 92 likes and shares on facebook We had 100% positive feedback from all media 3 YouTube videos of the event posted online 6-fold increase in media requests for press material Media coverage for the month of October was the highest ever achieved for Clarks in the region

Execution

The Double Decker Bus welcomed both media and customers onboard to view the latest collection of Clarks shoes and the chance to engage with representatives from Clarks. Clarks partnered with stylish radio and TV presenter Simone Heng for this activity. She hosted the media and customers during the event in addition to providing them with styling tips and educating them about Clarks brand attributes. The interior was designed as a mini showroom and a catwalk to showcase the latest collection. Activities were undertaken from 6th – 12th October 2013 in Dubai and in Abu Dubai. The bus visited ITP, Motivate, Gulf News and Al Bayan buildings and visited Abu Dhabi Mall, Marina Mall, and Mushrif Mall. The bus was then parked at JBR Walk for two days where competitions and a draw took place with customers attracted by the new and unusual showroom.

The Situation

Young shoppers and journalists see Clarks as an old fashioned and traditional brand targeting either children or their grandparents! Research by Clarks showed that younger shoppers are not aware that Clarks now have more modern, stylish and colorful products. There was a need to create a fresh and innovative approach to change the perception about the brand and introduce the new modern and youthful collection to a new audience. Also, considering media’s busy schedule, we created a concept that would take the store and the mobile fashion show to them with our unique double decker bus.

The Strategy

Our strategy was ultimately very simple: don’t wait for the media and the consumer to come to the brand. Instead take the brand to them in a new and innovative way. We achieved this by creating the our Clarks double decker bus that reflects the brands iconic British roots while giving us a mobile marketing platform for media and customer engagement through a small shoe display area and fashion catwalk.