- To communicate to consumers the Clarks Softwear Tech series, that layers of cushion beads and high density foam, gives their feet a new level of comfort in every step.- An event “Clarks Sponge Street” was created.- A POP-UP STORE was constructed at the high traffic piazza of a shopping mall named IMAGO. With 2500 square meters of Sponge Tiles which match the street environment and transformed the street into Clarks Sponge Street.- “Feeling is Believing” - Consumers will have a first hand experience of the softness created in every step when they walk on the Sponge Tiles, a surprising and engaging “trial” experience.

- Product leaflets are distributed. Softwear Tech products are on display and for consumers to try on and purchase on the spot.

•Research shows that first-hand experience of the softness of Clarks Softwear Tech results in high conviction that leads to immediate purchase. The Clarks Sponge Street arouses interest and curiosity in pedestrians to actively look for product information and try on products. • During the event, over 800 consumers tried on the Clarks Softwear shoes every day.•This leads to the Clarks Softwear series increasing in sales by 300% (during promotion period and 30 days after).•Consumer awareness of the Softwear Tech series increased after the Clarks Sponge Street event and overall Comfort benefit of Clarks brand also increased.