Clarks Originals is using the WhatsApp platform for an exciting digital project which will send images, playlists, videos and messages to users in a bid to bring alive the history of the Desert Boot for today’s consumer.
‘From Rats to Rudeboys’ will provide a window into the experiences of three key personalities from subculture movements which adopted Desert Boots as unofficial mascots.
Through a series of WhatsApp messages to the Desert Boot lovers of today, these people will send images, playlists, videos and messages which take users back to the cultural moments when Desert Boots were on their feet and rebellion was in the air.
Launching on 30th March, users will begin their From Rats to Rudeboys journey by being prompted to add a new contact number to their WhatsApp via teaser films on social media. The campaign will be introduced through the story of Nathan Clark ‘The Original Desert Boot pioneer’.
After being introduced to Clark’s story, users will meet Steve (the Mod), Bruno (the Enraged) and Stitch (the Rudeboy).
The Clarks Group, worth around £1.5bn began with Nathan Clark, who introduced the world’s first dress casual shoe, the Desert Boot, in 1950.