Footwear brand Clarks Originals has launched its latest campaign on
social messaging platform, WhatsApp, as it looks to align its Clarks Desert
Boot with youth culture.
The digital campaign, called ‘Rats to Rudeboys’, centres around telling
the story of the 65-year-old Desert Boot from the viewpoint of three
characters from different subculture movements, who have incorporated the
shoe into their style – the 1960s mod scene, the 1968 civil unrest in Paris
and reggae’s birth in 1970s Jamaica.
Through WhatsApp, Clarks will send a series of messages from the three
personalities, including images, playlists, and videos taking the users
back to the cultural moments associated with the Desert Boots, with the aim
of bringing to life the cultural relevance of the brand as well as looking
to boost its “cool” factor.
Teaser films showing the three characters: Steve Barrow of The Mods,
Bruno Barbey of the Enraged, and Stitch, the Rudeboy, will be promoted
across social media directing users to add a new contact number to their
WhatsApp to receive the ad campaign.
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