Springers by K: Striding across the generation gap - IPA Effectiveness Awards Case Study 1996

Brief Description: Integrated campaign for the Springers brand. Brand was not performing well in the growing younger female sandal market. Case study looked to define Springers brand values in terms of emotional and rational values. Used women's magazines including advertorials. More younger women attracted showing a 33% increase on previous year, with an extra 125,000 pairs sold ;---(TAGS)--- Full Title: Springers by K : striding across the generation gap ; Number: 1996/226 ; Brand Name: K Shoes ; Springers ; Client: C & J Clark International ; IPA_ProductCoding: Footwear (Footwear - kids, adult, housewear) ; Agency: McCann Erickson ; Author: Andrew Thomas ;