When sales and traffic at Calzado Andrea™s Chula Vista store were slowing down in early 2007, the company turned to Univision Radio San Diego and station KLNV to promote the shoe store and its Spring / Summer sales catalogue.

And what better spokesperson to attract the attention of women in need of shoes than Cenicienta, or her English counterpart, Cinderella?

The ad, which ran in Spanish and English, featured a young woman saying, at the stroke of midnight that she had to leave. The young man pleaded with her to wait, but she insisted on going. He yelled after her, Wait! Wait! Hey, you lost a shoe.
The ad reassured its target audience of 18-49 year old women that any excuse is good enough to buy new shoes and apparently they heeded the message. No, there was no immediate demand for glass slippers, but according to David M. Perea of Univision Radio San Diego, Following the radio campaign, catalogue subscriptions increased by 30%. In the month after, sales were also up by 30%.

Another fairy tale ending!

Posted under Creative, EAR Award Winners