|Title||EXPLORE EVERY MINUTE WITH MCMURDO!|
|Brand||THE NORTH FACE KOREA|
|Product / Service||PRODUCT|
|Category||A07. Live Brand Experience|
|Entrant||INNORED Seoul, SOUTH KOREA|
|Idea Creation||INNORED Seoul, SOUTH KOREA|
|Production||SPACE MONSTER CONTENTS Seoul, SOUTH KOREA|
|Jongkwan Kim||Space Monster Contents||D.O.P|
|Yeri Min||Space Monster Contents||Art Director|
|YK Kim||Space Monster Contents||Director|
|Jungjun Moon||Space Monster Contents||Producer|
As a top international outdoor brand, The North Face Korea is eager to provide the genuine outdoor experience to customers grasp the originality & innovative quality of its new products. We opened a pop-up store in Seoul at the middle of a huge downtown mall where recreating south pole camp and make customers could experience not only to try on a new product McMURDO down jackets also allowing to feel as if they were actually in the south pole camp with snowy dog sled through 3D-VR. Customers took up the sudden challenge and able to experience the real spirit of the brand which was intended for this campaign’s core value.
We built a pop-up store replicating the largest Antarctic observation Camp McMurdo, in the middle of a shopping mall, the biggest one in Seoul. The Oculus experience is an unfamiliar in Korea and made the virtual Antarctic experience possible in the middle of the city. In addition, as the customer was about to ride in a 2.8 meter long dog sled through the Antarctic in virtual reality, their chair was designed to suddenly move, bursting through a wall of the pop-up store and throwing the customer into consternation. The actual Siberian husky sled speeding across the shopping mall unfolded in front of the customers’ eyes in virtual reality, starting a high-adventure to win a McMurdo product located at the finish line. During 2 days, images of the speeding dog sled were filmed with a ‘Buggy Cam’ following in close vicinity to the dog sled.
The North Face’s previous campaign received international attention from the world’s leading advertising magazines such as ‘Adweek’, ‘Ads of the world’, ‘Campaign Asia’, and ‘Creapills’ at the time of its broadcast. This records the highest views & shared campaign video in Korea. More than 3,000 customers participated in an offline event that was held in conjunction with the campaign, to try ‘McMurdo’ firsthand and to experience a variety of content from the campaign video. Finally, and most impressively, the campaign led to an actual increase in sales volume of about 15% compared to the same period in the preceding year. It has been delivering a fresh stimulus to contemporary people who are living repetitive daily lives, and has been reminding people of the precious values of adventure. These efforts are expected to be talked about continuously and to invariably continue to inspire customers.
It is now possible to travel to the other side of the earth via mobile phone and to climb Mt. Everest via Virtual Reality (VR) device without ever having to go outside, but is that really the best way to experience the outdoors in the city? We wanted to deliver the true value of the outdoors to customers through a direct experience stimulating the whole body, instead of through an indirect experience.
Brand decided to give the gift of an ultimate outdoor experience to contemporary Koreans in the actual urban environment they live in as part of the release of a new outdoor jacket. It is now possible to travel to the other side of the earth via mobile phone and to climb Mt. Everest via VR device, but is that really the best way to experience the outdoors in the city? We wanted to deliver the true value of the outdoors through a direct experience stimulating the whole body. As a result, we built pop-up store replicating the largest Antarctic observation camp, ‘McMurdo’, in the middle of a shopping mall in Seoul, Korea.