The couple who live in a giant Clarks shoe
To launch the latest Clarks adult shoe range and three new retail stores, Pacific Brands has created a modern take on an old nursery rhyme and made giant shoes ‘comfortable enough to live in’, complete with a happy couple living in them.
The company has teamed up with the Activations arm of WHYBIN\TBWA\TEQUILA, Mediacom and DEC Communications to implement a strategic marketing campaign to showcase a new brand that brings global shoemaking expertise from the international stage to Australia. As part of the program, Clarks Adult has launched three stores across New South Wales in Kotara, Penrith and Parramatta.
The Clarks Parramatta store opening featured the installation by TEQUILA\Sydney of two giant shoes, each measuring around 8m x 2m, with the entire setbeing 10m x 8m. The shoes are standing tall in Centre Court on Level 2at Westfield Parramatta this week, playing home to two real-life shoeinhabitants who’ll live on-set during centre opening hours,highlighting that Clarks shoes are “so comfortable you can live inthem”.
The activation is proving a huge crowd pleaser with shoppers stopping to take photos before heading in store for their chance to win free Clarks shoes for the next 10 years.
Pacific Brands Marketing Manager, Michelle Maughan, said the company’s key objective was to raise awareness of the popular UK brand and shift current perceptions.
“Clarks is one of the world’s most successful adult and children’s shoe brands across the world and has an international network of over one thousand stores. We have always had a market‐leading children’s footwear business in Australia, and introducing the adult product is a natural progression from this, filling a significant gap in the market with a high quality, well designed product at a competitive price point,” Ms Maughan said.
“Our key challenge was to leverage the success of Clarks Children’s Shoes being the quality and
comfort and communicate this in the launch of Clarks Adults range. What better way to
demonstrate comfort than to produce shoes that can be lived in,” she added.
As part of the campaign, Westfield Kotara, Penrith & Parramatta shoppers will be treated to large format banners, door decals and table‐top advertising throughout October and
November, with PR also supporting the awareness drive.
1 Comment
Oh dear, feels really dated. Doesn’t change my perception of the Clarks brand, i’ve always thought of them as being mumsy and this take on ‘the old woman who lived in a shoe’ just confirms that.