The Campaign

Everything is a tool to explore. If The North Face is all about creating products that encourage people to explore, why can’t its hang tags do the same? Introducing the Constellation Hang Tag, a hang tag with holes that encouraged people to hunt for constellations, true to The North Face’s call to Never Stop Exploring. Users could begin their hunt indoors first, before venturing to the great outdoors to hunt for more constellations. As they did so, these new explorers were also learning one of the basics of exploring: astronavigation.

Creative Execution

Each Constellation Hang-Tag features a different Constellation Map of the Stars. We punctured holes into them to make it easier for explorers to hunt for the constellations. All you need to do is to hold the tag up in the sky, and hunt away. This simple yet cost-effective solution helped transform North Face’s hang tags into something that truly stood for the brand’s Never Stop Exploring ethos.

Indication of how successful the outcome was in the market

This idea was launch in end April and has increased footfall into stores by 18%, contributing to an estimated 5% more sales. Best of all, over 86% of North Face customers who had the Constellation Hang Tag, felt excited and interested about heading out to the great outdoors when asked.

To get people outdoors, we know we had to make it simple yet fun. Plus, we couldn’t expect people to download a special-purpose app or tool when they aren’t thinking of exploring in the first place. It had to be something they would already have, but repurposed. We then discovered a totally overlooked touch point in the customer journey – the humble hang tag – and gave it The North Face makeover. We reinvent the Hang Tag to enhance the brand idea at the vital point of purchase. With the Constellation Hang Tag, explorers could start at their backyard first, before venturing further to hunt for more constellations as they get more used to the idea of exploring the great outdoors.