task & proposition
DESCRIPTION
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?. - PowerPoint PPT PresentationTRANSCRIPT
Task & Proposition
Reassert Clarks
leadership in the
market
Remind mums WHY Clarks is the best school shoe investment
The Brand
Prompted brand awareness of 84%
57% would consider purchasing Clarks, 58% have purchased
Once bought, 64% would buy Clarks again
Sales
ClarksAthletes FootBetts
Category Spend
1261
3535
465
Category Spend
Pacific Footwear
Athletes Foot
Betts
Sales
ClarksAthletes FootBetts
Competitor Spend
439
11
585
8 217
Pacific Footwear Spend*
TVPressMagazinesOnlineOOH 28
01
168 397
154 7 8
Athletes Foot Spend*
TV
Press
Magazines
Online
Cinema
Direct Mail*in $‘000s *in $‘000s
The Consumer
Target audience: Women 30-50 who have children aged 5-16
MAGAZINES
Rship: 180, 000(17%) ix: 171Rship: 163,000(15.4%) ix: 156
Rship: 113,000(10.7%) ix: 149
WEBSITES VISITED
(56.6%) ix:103
(58.9%) ix: 116 (77.4%) ix: 125 (47.1%) ix: 126
TV CHANNELS
745,000(70.4%) ix:104
753,000(71.2%) ix:103
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%)
What they are doing?
167,000(15.8%) ix: 130
145,000(13.7%) ix:159
128,000(12.1%) ix:126
120,000(11.3%) ix:140
(90.3%) ix:112
What mums are saying:
I had to buy my
son four new
pairs of school
shoes last year,
plus runners.Julia – mother of one
I want my child to look his best for the entire year, rather than just first two weeks.Chris – mother of three
I believe quality is more important than price.75% of Women 35-45 with kids 5-16.Roy Morgan research
I don’t mind
spending more
on shoes if I
know they will
continue to look
good.Doreen – mother of three
Things that feel important
Mums want durability.
Kids need to BE and also LOOK nurtured.
The Platform
Focuses on feeling and experiencing the superior quality of Clarks long-lasting shoes.
“The look that lasts”
The Ideas
Ad Formats Digital
Ad Formats Digital
Ad Formats Digital
16-22 Dec
Ad Formats Digital
23-29 Dec
Ad Formats Digital
6-12 Jan
20-26 Jan
13-19 Jan
Ad Formats Digital
3-9 Feb
Clarks Homepage
Clarks Promotions
Enter before Friday 17th of
January to win a lifetime worth of school shoes for
your child*The look that lasts *Conditions apply
Click for
details
Clarks Promotions
Enter to win a free shoe
cleaning kit*
The look that lasts *Conditions apply
Click for
details
Clarks Homepage
Ad Formats
Facebook:Island
Ebay:Leaderboard
Kidspot:Skyscraper
Digital
Ad Formats
YouTube & News LimitedRich media banners
Interactive banner that redirects user to the websiteif clicked on.
Digital
Television
Experience the look that lasts.
Network Share
40
32
27
Women 35-50
Channel 7Channel 9Channel 10
REVENGE ATN7, HSV7, BTQ7, SAS7, TVW7 376MY KITCHEN RULES-THU ATN7, HSV7, BTQ7, SAS7, TVW7 322PACKED TO THE RAFTERS ATN7, HSV7, BTQ7, SAS7, TVW7 284SEVEN'S TENNIS: 2013 AUST OPEN - MEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW7 270ELEMENTARY TEN10, ATV10, TVQ10, ADS10, NEW10 256MASTERCHEF THE PROFESSIONALS SUN TEN10, ATV10, TVQ10, ADS10, NEW10 190BONES-THU ATN7, HSV7, BTQ7, SAS7, TVW7 186PARENTHOOD ATN7, HSV7, BTQ7, SAS7, TVW7 174THE BIG BANG THEORY TCN9, GTV9, QTQ9, NWS9, STW9 173SEVEN'S TENNIS: 2013 AUST OPEN - WOMEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW7 168THE BLOCK: ALL STARS -MON TCN9, GTV9, QTQ9, NWS9, STW9 167HOW I MET YOUR MOTHER ATN7, HSV7, BTQ7, SAS7, TVW7 164NINE NEWS SUNDAY TCN9, GTV9, QTQ9, NWS9, STW9 151M-NOTTING HILL ATN7, HSV7, BTQ7, SAS7, TVW7 150SEVEN'S TENNIS: 2013 AUST OPEN - NIGHT 10 ATN7, HSV7, BTQ7, SAS7, TVW7 145SEVEN NEWS - SUN ATN7, HSV7, BTQ7, SAS7, TVW7 137SUNDAY NIGHT ATN7, HSV7, BTQ7, SAS7, TVW7 131BETTER HOMES AND GARDENS ATN7, HSV7, BTQ7, SAS7, TVW7 128BORDER SECURITY - AUSTRALIA'S FRONT LINE ATN7, HSV7, BTQ7, SAS7, TVW7 126HOME AND AWAY ATN7, HSV7, BTQ7, SAS7, TVW7 122
Top 20 ProgramsAir Dates: 29th Dec - 18th Jan
1 REVENGE ATN7, HSV7, BTQ7, SAS7, TVW72 MY KITCHEN RULES ATN7, HSV7, BTQ7, SAS7, TVW73 PACKED TO THE RAFTERS ATN7, HSV7, BTQ7, SAS7, TVW74 SEVEN'S TENNIS: 2013 AUST OPEN - MEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW75 ELEMENTARY TEN10, ATV10, TVQ10, ADS10, NEW106 MASTERCHEF THE PROFESSIONALS TEN10, ATV10, TVQ10, ADS10, NEW107 BONES ATN7, HSV7, BTQ7, SAS7, TVW78 PARENTHOOD ATN7, HSV7, BTQ7, SAS7, TVW79 THE BIG BANG THEORY TCN9, GTV9, QTQ9, NWS9, STW9
10 SEVEN'S TENNIS: 2013 AUST OPEN ATN7, HSV7, BTQ7, SAS7, TVW711 THE BLOCK: ALL STARS TCN9, GTV9, QTQ9, NWS9, STW912 HOW I MET YOUR MOTHER ATN7, HSV7, BTQ7, SAS7, TVW713 NINE NEWS TCN9, GTV9, QTQ9, NWS9, STW914 M-NOTTING HILL ATN7, HSV7, BTQ7, SAS7, TVW715 SEVEN'S TENNIS: 2013 AUST OPEN - NIGHT 10 ATN7, HSV7, BTQ7, SAS7, TVW716 SEVEN NEWS ATN7, HSV7, BTQ7, SAS7, TVW717 SUNDAY NIGHT ATN7, HSV7, BTQ7, SAS7, TVW718 BETTER HOMES AND GARDENS ATN7, HSV7, BTQ7, SAS7, TVW719 BORDER SECURITY - AUSTRALIA'S FRONT LINE ATN7, HSV7, BTQ7, SAS7, TVW720 HOME AND AWAY ATN7, HSV7, BTQ7, SAS7, TVW7
Top Picks
REVENGE ATN7, HSV7, BTQ7, SAS7, TVW7 376MY KITCHEN RULES-THU ATN7, HSV7, BTQ7, SAS7, TVW7 322PACKED TO THE RAFTERS ATN7, HSV7, BTQ7, SAS7, TVW7 284SEVEN'S TENNIS: 2013 AUST OPEN - MEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW7 270ELEMENTARY TEN10, ATV10, TVQ10, ADS10, NEW10 256MASTERCHEF THE PROFESSIONALS SUN TEN10, ATV10, TVQ10, ADS10, NEW10 190BONES-THU ATN7, HSV7, BTQ7, SAS7, TVW7 186PARENTHOOD ATN7, HSV7, BTQ7, SAS7, TVW7 174THE BIG BANG THEORY TCN9, GTV9, QTQ9, NWS9, STW9 173SEVEN'S TENNIS: 2013 AUST OPEN - WOMEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW7 168THE BLOCK: ALL STARS -MON TCN9, GTV9, QTQ9, NWS9, STW9 167HOW I MET YOUR MOTHER ATN7, HSV7, BTQ7, SAS7, TVW7 164NINE NEWS SUNDAY TCN9, GTV9, QTQ9, NWS9, STW9 151M-NOTTING HILL ATN7, HSV7, BTQ7, SAS7, TVW7 150SEVEN'S TENNIS: 2013 AUST OPEN - NIGHT 10 ATN7, HSV7, BTQ7, SAS7, TVW7 145SEVEN NEWS - SUN ATN7, HSV7, BTQ7, SAS7, TVW7 137SUNDAY NIGHT ATN7, HSV7, BTQ7, SAS7, TVW7 131BETTER HOMES AND GARDENS ATN7, HSV7, BTQ7, SAS7, TVW7 128BORDER SECURITY - AUSTRALIA'S FRONT LINE ATN7, HSV7, BTQ7, SAS7, TVW7 126HOME AND AWAY ATN7, HSV7, BTQ7, SAS7, TVW7 122
Storyboard
The look that lasts.
REVENGE ATN7, HSV7, BTQ7, SAS7, TVW7 376MY KITCHEN RULES-THU ATN7, HSV7, BTQ7, SAS7, TVW7 322PACKED TO THE RAFTERS ATN7, HSV7, BTQ7, SAS7, TVW7 284SEVEN'S TENNIS: 2013 AUST OPEN - MEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW7 270ELEMENTARY TEN10, ATV10, TVQ10, ADS10, NEW10 256MASTERCHEF THE PROFESSIONALS SUN TEN10, ATV10, TVQ10, ADS10, NEW10 190BONES-THU ATN7, HSV7, BTQ7, SAS7, TVW7 186PARENTHOOD ATN7, HSV7, BTQ7, SAS7, TVW7 174THE BIG BANG THEORY TCN9, GTV9, QTQ9, NWS9, STW9 173SEVEN'S TENNIS: 2013 AUST OPEN - WOMEN'S FINAL ATN7, HSV7, BTQ7, SAS7, TVW7 168THE BLOCK: ALL STARS -MON TCN9, GTV9, QTQ9, NWS9, STW9 167HOW I MET YOUR MOTHER ATN7, HSV7, BTQ7, SAS7, TVW7 164NINE NEWS SUNDAY TCN9, GTV9, QTQ9, NWS9, STW9 151M-NOTTING HILL ATN7, HSV7, BTQ7, SAS7, TVW7 150SEVEN'S TENNIS: 2013 AUST OPEN - NIGHT 10 ATN7, HSV7, BTQ7, SAS7, TVW7 145SEVEN NEWS - SUN ATN7, HSV7, BTQ7, SAS7, TVW7 137SUNDAY NIGHT ATN7, HSV7, BTQ7, SAS7, TVW7 131BETTER HOMES AND GARDENS ATN7, HSV7, BTQ7, SAS7, TVW7 128BORDER SECURITY - AUSTRALIA'S FRONT LINE ATN7, HSV7, BTQ7, SAS7, TVW7 126HOME AND AWAY ATN7, HSV7, BTQ7, SAS7, TVW7 122
Magazines
MagazineSee the quality
differenceFeel the quality
difference
the look that lasts. the look that lasts.
Billboards
ordinaryV
the look that lasts.
Media TimelineN
ov.
Notice Dec. Excite
Jan-
Feb
PushOutdoor
Magazines
TV
Digital/SEM
Social
Promotional offers
140
k85
k
278
k
96k
1k
n/a
The Look That LastsThe look that lasts
Social
MagazinesTelevision
OOH
DigitalExperience
See Feel
The look that lasts.