The Brief

Outdoor activity is not far from our daily life. You can easily encounter them in your everyday life. We wanted to make people experience outdoor activities within the city. So, we came up with direct ways for people to find and explore mountains within the city, without ever having to leave the city.

Creative Execution

We put QR code in the stickers. People received 10 % discount online, when they scan the QR code. People also received 10 % discount offline, when they bring the photo of the QR code. By promoting this event on The North Face website, we encouraged customers' participation further. Many people enjoyed viewing, touching, taking pictures of the stickers and purchasing The North Face products with the discount. By installing stickers various places in the city, we virtually turned the city into the huge North Face shop.

Describe the creative solution to the brief/objective.

We came up with a sticker as our new media in order to approach people who think outdoor activities are for experts (people who have no interest in outdoor activities). We made stickers with 5 different postures. We printed 20 stickers per posture and installed them in various places where there is a crack on the wall, icicles, trails of fallen leaves and stonewalls. With these stickers, that merged our everyday sights, we were able to create scenes that people see and sensations that people feel when they climb up the mountain, the ice cliff, and enjoy the outdoor activities.

Results

Many people enjoyed shopping directly through the stickers installed in the city. The promotion has been mentioned on personal blogs, facebook and twitter numerously. Through this campaign, The North Face won the No.1 title in outdoor category for 9 consecutive years. Also, The North Face reached 6000 billion KRW in sales in the shortest period.