Kiwi targets shoe-a-holics with i2i roadshow

Kiwi, the shoecare brand, is launching a two-month roadshow through i2i Marketing to drive awareness and sales of its Smiling Feet range of transparent gel cushions among female consumers.

The roadshow will tour 35 Tesco stores with a specially designed "Shoe-a-holic" meeting point for female shoppers, housed inside a lime green marquee, complete with a giant red ladies' shoe.

Here, a team of branded Shoe-a-holic Advisors will interact with female consumers, demonstrating a range of products including new Kiwi Smiling Feet range of transparent gel cushions, Foot Silk spray and Quick 'n Clean shoe wipes.

As well as learning about the different products in Kiwi's female range, participating women will be given a free sample pack of Quick 'n Clean wipes, plus a leaflet and money-off coupon.

To drive immediate conversion to purchase, anyone buying Kiwi products in-store that day can return to the stand and enter a lucky dip game for a chance to win a GBP500 shoe shopping spree.

Bruce Burnett, CEO of i2i Marketing, commented: "Kiwi is a brand with a great heritage, but one that is still largely associated with men's shoes".

"Yet most women own far more pairs of shoes than men and now Kiwi offers a wide range of products to help keep ladies' shoes and feet in tip top condition.

"This educational roadshow will bring that message to life in a fun and engaging way for thousands of female shoe-a-holics.

i2i Marketing is an integrated brand experience agency, helping brands engage consumers in more relevant, timely and effective ways.

Founded in 2000, i2i quickly established its name as a hands-on, results-focused specialist in face-to-face marketing.

In 2007, i2i relaunched as i2i Marketing to better reflect its expertise across a range of BTL techniques, including brand experience, online, promotions and in-store marketing.

Today, the agency is a keen advocate of effective consumer engagement, using multiple touch-points to change consumer perceptions and behaviour.

The majority of i2i's work is focused on the food and drink, electrical, telecoms, health and beauty, and alcohol sectors.

Clients include Philips, Masterfoods, Sara Lee, Kellogg's and Ginsters.

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