Results and Effectiveness

Store patrons were instantly drawn to the merchandise. Some even wanted to buy them! Outdoor Essentials was such a hit that we had to refill the racks within a couple of hours. Better yet, purchase of The North Face products increased by 38%. That’s a big boost from last year’s efforts. Not bad for a campaign built on rocks, twigs and leaves.

Creative Execution

We packaged elements of nature, disguised them as retail products and displayed them in the only store space available – the racks and shelves. In a tongue-in-cheek way, these novelty items showed outdoor hobbyists how tough it is to survive outdoors without the proper gear from North Face. The store and its available racks and shelves were the only channels we utilized in executing our campaign.

Insights, Strategy and the Idea

The North Face wanted to promote its products inside a well-known outdoor store. Problem is, the store had no advertising space due to housing thousands of competitive products. We targeted new outdoor hobbyists. They didn’t have any loyalty or affinity to the North Face brand yet. Since we can’t do advertisements, we had to do something else. Or at least pretend to do something else. So instead of making ads, we created products that were so peculiar, they called attention to themselves. The client will finally be able to “advertise” in the said famous outdoor store. The targets, meanwhile, will be exposed to the client’s promotion, giving The North Face an edge against competitive brands inside.