K Shoes: Springers

This study describes an integrated campaign for K Shoes' Springers brand. The campaign is set against a background of a growing younger female market for sandals. The brand was significantly under-performing in this sector. The paper describes the defining of Springers' brand dimensions in terms of rational and emotional values which became the blueprint for communications development. Media centred on women's magazines including advertorials. The results show that an extra 125,000 pairs were sold-in which represents a 33% increase over the previous year with the campaign attracting substantially more younger women