NEWS: K Shoes reveals a literary angle for Springer sandals

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.

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

said.



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

heroine’s footsteps.



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