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Task & Proposition

Task & Proposition. Reassert Clarks leadership in the market. Remind mums WHY Clarks is the best school shoe investment. The Brand. Category Spend. Competitor Spend. *in $‘000s. *in $‘000s. The Consumer. Target audience: Women 30-50 who have children aged 5-16. What they are doing?.

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Task & Proposition

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  1. Task & Proposition Reassert Clarks leadership in the market Remind mums WHY Clarks is the best school shoe investment

  2. The Brand

  3. Category Spend

  4. Competitor Spend *in $‘000s *in $‘000s

  5. The Consumer Target audience: Women 30-50 who have children aged 5-16

  6. What they are doing? Women 30-50 with kids aged 5-16 are 167% more likely to buy children's wear than the average person. 1,057,000 (5.6%) 167,000 (15.8%) ix: 130 145,000 (13.7%) ix:159 128,000 (12.1%) ix:126 120,000 (11.3%) ix:140 TV CHANNELS MAGAZINES 745,000 (70.4%) ix:104 753,000 (71.2%) ix:103 WEBSITES VISITED (58.9%) ix: 116 (90.3%) ix:112 (56.6%) ix:103 (77.4%) ix: 125 (47.1%) ix: 126 Rship: 180, 000 (17%) ix: 171 Rship: 163,000 (15.4%) ix: 156 Rship: 113,000 (10.7%) ix: 149

  7. What mums are saying: I don’t mind spending more on shoes if I know they will continue to look good. Doreen – mother of three I want my child to look his best for the entire year, rather than just first two weeks. Chris – mother of three I had to buy my son four new pairs of school shoes last year, plus runners. Julia – mother of one I believe quality is more important than price. 75% of Women 35-45 with kids 5-16. Roy Morgan research

  8. Things that feel important Mums want durability. Kids need to BE and also LOOK nurtured.

  9. The Platform “The look that lasts” Focuses on feeling and experiencing the superior quality of Clarks long-lasting shoes.

  10. The Ideas

  11. Digital Ad Formats

  12. Digital Ad Formats

  13. Digital Ad Formats 16-22 Dec

  14. Digital Ad Formats 23-29 Dec

  15. Digital Ad Formats 13-19 Jan 20-26 Jan 6-12 Jan

  16. Digital Ad Formats 3-9 Feb

  17. Clarks Homepage

  18. Clarks Promotions Click for details Enter before Friday 17th of January to win a lifetime worth of school shoes for your child* The look that lasts *Conditions apply

  19. Clarks Promotions Click for details Enter to win a free shoe cleaning kit* The look that lasts *Conditions apply

  20. Clarks Homepage

  21. Digital Ad Formats Facebook: Island Ebay: Leaderboard Kidspot: Skyscraper

  22. Digital Ad Formats YouTube & News Limited Rich media banners Interactive banner that redirects user to the website if clicked on.

  23. Television Experience the look that lasts.

  24. Network Share

  25. Top 20 Programs Air Dates: 29th Dec - 18th Jan

  26. Top Picks

  27. Storyboard The look that lasts.

  28. Magazines

  29. Magazine Feel the quality difference See the quality difference the look that lasts. the look that lasts.

  30. Billboards

  31. ordinary V the look that lasts.

  32. Media Timeline 140k Outdoor 85k Magazines 278k TV 96k Digital/SEM 1k Promotional offers n/a Social

  33. Television OOH Magazines Social Digital Experience • The Look That Lasts See Feel

  34. The look that lasts.

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