Early December saw North Face follow up last year’s highly-successful ‘Super Air Down’ campaign with a new ‘Catch! Enjoy Air Down’ campaign which aimed to emphasize the jacket’s lightness whilst also expanding awareness of the brand’s down range.
With a brief to highlight the unique experience of the ‘lightness’ of Enjoy Air Down that sets it apart from other brands by shining a spotlight on the jacket’s features in a fun and unusual way, North Face worked with Seoul-based agency INNORED on a campaign that focused on ‘Air’ as a key element associated with ‘lightness’.
The idea was to present ‘Downs that are lifted by air’ in a dramatic fashion through a hands-on game experience for consumers to try ‘Enjoy Air Down’ at The North Face store in Seoul.
Visitors to the specially-constructed retail outlet were led out into a big outdoor exploration zone with 10 large openings in the floor that resembled the iconic arcade game ‘Whac-A-Mole’.
Then, when customers agree to ‘Enjoy Air Down With Your Exploration’, an Air Down jacket suddenly popped up from one of the holes and hovered in mid-air.
People were then given 60-seconds to try to grab the jacket before it fell back into the hole. If they missed, then another popped up. And so on and so on.
The result is a fun-filled 60-seconds of people running, jumping, and rolling around trying to catch the down jacket as it floated in the air.
Thus the idea was to convey both the joy of exploring and the lightness of the product in a fun and entertaining way.
A subsequent ‘Catch! Enjoy Air Down’ film was posted on YouTube and Instagram to front a supporting marketing campaign that aimed to generate engagement and drive people into the store.
This initiative delivered a fairly unique consumer experience for consumers seeking fun whilst they shop and create a point of difference from its competitors.
Comment:
We love a good outdoor brand, in-store experience – especially in winter – and this campaign adds to a strong track record for this kind of approach in Asia.
For example, we also loved The North Face’s 2015 in-store sled stunt (see case study).
This campaign dovetails neatly with North Face’s ongoing strategy to maintain outdoor down sector market leadership by highlighting the idea of ‘exploration’ and ‘adventure’ within the daily lives of consumers.
Indeed, it helped The North Face solidify its marketing leading status and it earned first place in the outdoor clothing section of the National Customer Satisfaction Index for the sixth straight year.
Links:
The North Face
https://www.thenorthfacekorea.co.kr/
https://www.youtube.com/user/TheNorthFaceKorea
https://www.facebook.com/TheNorthFaceKR
https://www.instagram.com/thenorthface_kr/
INNORED
Leave a comment
You must be logged in to post a comment.