Havas Media

Havas Media

London, United Kingdom

Media Buying/Planning

TitleClarks & Disney Infinity 2.0: Play without Limits
Agency
Media Agency
Campaign Clarks & Disney Infinity 2.0: Play without Limits
Advertiser Clarks
Brand Clarks
Story

Improving Clark's cool factor with an immersive experience beyond in-store. 

Philosophy

To portray Clarks as a cool and innovative brand, we needed to create an immersive and unique experience that really appealed to kids. We chose a brand that they loved, Disney, and a platform that they love spending time with –Disney Infinity 2.0. Disney Infinity is an interactive gaming platform where players have unprecedented freedom and endless opportunity to create stories and play experiences starring the beloved characters from across the worlds of Disney. The core audience for both Clarks and Disney Infintiy 2.0 matched perfectly, whilst appealing to older children as well.

The innovative collaboration focused on bringing ‘cool’ credibility and excitement to the Clarks brand across multiple platforms whilst driving traffic to the campaign hub, offering incredible competitions, prizes and experiences. The digital partnership with Disney could also be activated in retail elements within Clarks stores. Over the 2015 Easter period, every pair of kids shoes bought from Clarks came with a free digital character code that unlocked one of four characters in the Disney Infinity 2.0 App or PC game. Visitors online had the chance to win a magical family holiday to Walt Disney World Florida and download a unique game for the Disney Toybox app where gamers could race through different shoe box worlds. This was the first time that Disney Infinity had ever created a Toybox game on behalf of a retail brand.

By utilising much loved and treasured characters, we were able to bring fun and excitement to the often thankless task of children’s shoe shopping. Clarks’ employees witnessed kids pulling their parents into stores based on the strength of the window displays alone.

The campaign was supported by Promoted Posts on Facebook, a dedicated Clarks email to over 800,000 parents, homepage takeovers online, pre-rolls on disney.co.uk and Disney’s YouTube channel, plus a 30-second cinema ad, which ran across over 100 Odeon cinemas during their Easter Kids Club. The campaign was promoted through Clarks’ own channels, including window displays in-store, eCRM, a static page on their site and social. All points of the customer journey were covered through the activation ensuring a consistently engaging and immersive campaign. 

Problem

Clarks is one of the most famous kids brands, but it’s not considered cool. We needed to make this 190-year-old brand feel contemporary, and get five to eight years-olds excited about the brand, ultimately becoming brand advocates. Peer influence is crucial with kids and the majority of their media interactions are in the digital space, with immersive experiences capturing their imagination. Clarks’ previous activity online has had great traction but we wanted to make Clarks a ‘want’ for kids rather than a ‘need’ for parents. 

Result

 The campaign delivered a significant shift in brand perception:
o +32% for Brand Awareness
o +37% for ‘Cool’
o + 69% for likeability for the Clarks brand.
The products featured in the campaign experienced a 5% uplift in sales vs. forecast
Competition entries topped 36,000 - an increase of 600% against previous benchmarks! 

Media Type Case Study
Length

Featured Work