Walk tall and be confident with Torfs: is the new baseline and signature image recently adopted by the most prominent shoe brand in Flanders. Torfs asked Choco to bring this goal to life. The intention was clear: to introduce a new catchphrase, or jingle, in Flemish people’s minds and combine it with a radio concept that will stand the test of time.
“A jingle creates greater awareness and an ‘earwigging’ effect. Merge the baseline ‘walk tall and be confident’ with the ‘Torfs shoes’ brand name and add subtle tap dancing sounds so that the jingle gradually permeates into your subconscious." That was the specific brief concerning our creation to Sonhouse, which made sure that these ideas were actually converted into a tuneful overall result.
The radio format developed by Choco really gives Schoenen Torfs radio clout. In fact the chosen format highlights that every day thousands of Flemish people can walk tall and be confident obviously thanks to… Torfs. And the initial promotions are now a fact: perpetual doubters no longer have to choose (using the discount they can buy two pairs), or hapless teenagers no longer have to feel the odd one out (they can exchange their short trousers for a discount). A format with countless possibilities – that’s a fact.