This was a guerrilla campaign that spanned a week on the streets of Cambridge - all directly geared towards getting a higher footfall into the new House of Fraser Click and Collect store. The shoes and ambient 'missing' posters acted as promotion for the offer and challenge - "Find a shoe. Return it to the new House of Fraser store. Win a pair of shoes in your size'. This not only achieved huge interest and intrigue from Cambridge locals on the streets, trying to find the shoes, but also online via a Cambridge Cinderella's Twitter account, which gave out clues and hints as to where they mystery shoes were hidden.

23 single shoes were hidden, 23 were found and returned to the store within four days - much quicker than first anticipated. Cambridge Cinderella’s reached 170,000 people online with 13,400 people clicking through to find out more and the store experienced a huge increase in footfall during and after the stunt.