Clarks Ambient CLARKS: SPONGE STREET by Lowe Profero Shanghai, MPG Shanghai

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Industry Shoes
Media Ambient
Market China
Agency Lowe Profero Shanghai
Agency MPG Shanghai
Released July 2012


New York Festival 2013
Outdoor Installations BRONZE WORLD MEDAL

Credits & Description

Type of Entry Media: Use of Media
Category Best Use of Special Events And Stunt/Live Advertising
Advertiser/Client CLARKS
Product/Service CLARKS
Entrant Company: LOWE CHINA Shanghai, CHINA
Advertising Agency: LOWE CHINA Shanghai, CHINA
Media Agency: MPG Shanghai, CHINA
Kitty Lun Lowe China Chairman/Ceo
Norman Tan Lowe China Chief Creative Officer/Art Director
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 Shanghai Executive Producer
Ken Xie Jt's Ideas Shanghai Producer
Boyon Jt's Ideas Shanghai Photographer
Peng Xie Jt's Ideas Shanghai Photographer
Frank Zhao Lowe China Creative Director/ Copywriter
Results and Effectiveness:
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.
Creative Execution:
‘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.
Insights, Strategy and the Idea:
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.