The Brief

The North Face is the authentic outdoor brand. But often, Koreans purchase its products solely for fashion. So in an attempt to recover the originality of The North Face, we launched a promotion. We wanted to transform our quotidian sights such as cracks on the wall, icicles and streets into the sights that The North Face sees on its journey to the mountains.

Describe how the promotion developed from concept to implementation

We made stickers per different 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 they feel like climbing up the mountain or the ice cliff. And on those stickers we included QR code. People received 10 % discount online, when they scan the QR code. Also, the discount promotions were continued in the offline shops. By promoting this event on the website, we encouraged customers' participation further.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion has been mentioned on personal blogs, facebook and twitter numerously. With this promotion, even those people, who had no interest in outdoor activities, were able to purchase The North Face products easily and inexpensively. 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.

Explain why the method of promotion was most relevant to the product or service

Many people enjoyed viewing and touching our sticker promotion. People even took photos posing as if they were climbing the mountain in front of our stickers. Our promotion worked indeed. Some people reported that they really wanted to go mountain climbing after encountering the stickers. Some even reported that they purchased The North Face products spontaneously as they were planning their hiking trips. By using fun, interactive and stimulating stickers as our promotion, we were able to communicate with customers and let people know that outdoor gears are not always intense and heavy.