SPONGE STREET

Short List
TitleSPONGE STREET
ClientCLARKS
Product/ServiceCLARKS
CategoryB02. Consumer Products
EntrantLOWE CHINA Shanghai, CHINA
Entrant Company:LOWE CHINA Shanghai, CHINA
Sales Promotion/Advertising Agency:LOWE CHINA Shanghai, CHINA

The Brief

To convince young urban female consumers that new Clarks Softwear is the most confortable shoes for walking. Insight: an average woman in China walks 1,200 Km/year to window shop. Strategy: To come up with an experience closest to the Clarks Softwear confort without having to put on the shes. To come up with an experience closest to the Clarks Softwear confor without having to put on the shoes. To engage and involve consumers through the comfortable softness so that they want wofind out more about the product and try them on.

Describe how the promotion developed from concept to implementation

‘Feeling is Believing’ to creative a first hand experience of the softness. ‘Clarks Sponge Street’ – A POP-UP STORE are constructed at the igh traffic piazza of a shopping mall named IMAGO. With 2500 square meters of Sponge Tile which match the street environment and transformed the street ino Clarks Sponge Street. When walking on the Sponge Street, the same softness and comfort can be felt.

Describe the success of the promotion with both client and consumer including some quantifiable results

Research shows that first hand experience of the softness of Clarks Softwear Tech results in high conviction that leads to immediate purchase. The Clarks Sponge Street arouses interest and curiosity of pedestrians to actively look for product information and try on products. During the event, over 800 consumers try on Clarks Softwear shoes every day. The leads to the Clarks Softwear series increasesd in sales by 300% (during promotion period and 30 days after). During the promotion, over 800 consumers try on the Clarks Softwear shoes each day.Clarks Softwear series increased sales by 300% (during promotion+30 days after)

Explain why the method of promotion was most relevant to the product or service

The Clarks Sponge Street surprises, intrigues and excites. Totally unaware, pedestrians will experience the softness once they step on the sponge tiles. The copy line ‘Clarks SoftwearTech. Walk on the soft Side’ is pained on the sponge tiles, answers the initial curiosity. Promoters dis tribute product leaflets to all pedestrains who walk on the Clarks Sponge Street. At the centre of the POP-UP STORE is the Clarks where interested consumers can immediately examine and try on the product.

Credits

Name Company Position
Qiang Zeng Lowe China Creative Director/ Art Director
Kidd Zhang Lowe China Art Director
Cherry Wang Lowe China Copywriter
Connie Chua Lowe China Head of Production
Xiaowei Zhu Lowe China Print Production Manager
Joe Wong Open China Business Director Of Retail Marketing
Samuel Lu Open China Designer
Hake Chen Sight Production Shanghai Editor
Johnson Tan Jt's Ideas Pte Ltd/Shanghai Executive Producer
Ken Xie Jt's Ideas Pte Ltd/Shanghai Producer
Boyon Jt's Ideas Pte Ltd/Shanghai Photographer
Peng Xie Jt's Ideas Pte Ltd/Shanghai Photographer
Frank Zhao Lowe China Creative Director/Copywrtier
Frank Zhao Lowe China Creative Director/Copywrtier
Norman Tan Lowe China Chief Creative Director/ Art Director