campaignlive.co.uk, Friday, 05 April 1996 12:00AM
Nevile Shute’s classic wartime novel, A Town Like Alice, has provided
the inspiration for the second phase of the revitalisation of K Shoes’
Springer brand by McCann-Erickson Manchester.
Springers is a range of ladies sandals which used to be targeted mainly
at the over 60s. However, last year a campaign to position the shoes as
a quirky health brand for thirtysomethings proved successful and sent
sales soaring by 30 per cent.
To build on this, McCanns has developed a pounds 500,000 press campaign
designed to show the freedom that comfortable footwear can give the
‘younger and more adventurous’ woman.
A series of full-page ads and double-page spreads in women’s magazines
traces the story of a woman who loves the book, A Town Like Alice, and
retraces its steps in a voyage of self-discovery in Australia.
With a friend, she visits Ayers Rock, Sydney and Darwin, and records the
trip in a journal which provides the copy for the campaign.
Andrew Thomas, board director on the account, explained the rationale
behind the campaign. ‘The locations are exotic, but there is a
fundamentally practical approach which women appreciate. Springers are
becoming classics and the campaign reflects their comfort and style,’ he
The ads, which were written by Wayne Stout and art directed by Kevin
Preston, break in the May issues of publications such as She, Woman’s
Journal, Options, and Good Housekeeping. Moy Williams was the
photographer on the campaign.
The press ads will be backed by themed promotions, including a brochure
and a competition which gives the public the chance to follow in the ad
This article was first published on campaignlive.co.uk