|Brand||THE NORTH FACE KOREA|
|Product / Service||PRODUCT|
|Category||A08. Brand Experience|
|Entrant||INNORED Seoul, SOUTH KOREA|
|Idea Creation||INNORED Seoul, SOUTH KOREA|
|Media Placement||INNORED Seoul, SOUTH KOREA|
|PR||INNORED Seoul, SOUTH KOREA|
|Production||SPACE MONSTER CONTENTS Seoul, SOUTH KOREA|
|YK Kim||Space Monster Contents||Production Director|
|Huijoon Cho||Space Monster Contents||Production Producer|
|Hyungkeun Jeon, Suhyun Kim, Subong Back||Space Monster Contents||Assistant Directors|
|Jongkwan Kim||Space Monster Contents||Director of Photography|
|Yeri Min||Space Monster Contents||Production Art Director|
In commemoration of the 50th year since the foundation, the consumers visit the special pop-up stores and they tried wearing the McMURDO products get around to receiving the proposal. “You can purchase the product which you are wearing now free-of-charge.” At the moment of answering ‘Yes’, the blue sky and the zipline that goes down 120 meters from a dizzy height are unveiled. The shopping situation is extreme, so much so that the product can be received free-of-charge at the counter installed 120 meters below. The moments of the adventures overflowing with the thrills, new exploration begins!
The campaign launched October 14th and carried on until December 23rd. Because McMURDO is a seasonal product of Fall/Winter, we incorporated brand experience that will challenge the consumer to go on an exploration in such season. In commemoration of the 50th year since the foundation, we created a unique pop-up store in Lotte Premium Outlet, Paju, where consumers can come and truly experience the brand. When the consumers tried wearing the McMURDO products at this store, they got a unique proposal. “You can purchase the product which you are wearing now free-of-charge.” At the moment of answering ‘Yes’, the blue sky and the zipline that goes down 120 meters from a dizzy height is unveiled. The one who can successfully come down the zipline would receive a special prize, The North Face McMurdo jacket.
The campaign launched from October 14th to December 23rd, accumulating a total of 5,049,419 Views and recording 103% over KPI (4,899,359 views). Compared to initially proposed CPV of 62 won, the campaign resulted in CPV of 58 won. Accumulated views including the natural increase (285,367 view) is 5,334,786 views. As a result, we obtained 47% of the views from the main target 25-44 and had balanced YouTube average viewer gender ratio of 47% male and 35% female. 44% of average video viewership maintained over 1 min. 5 sec. of the video and campaign period playlist increased by 10,316. Even though it was near the end of the campaign period, playlist increase was made possible with the campaign exposure from YouTube’s Mast-Head and continuous remarketing targeting. There were 6,125 cases of organic increase and wide shares occurring with the core shares from YouTube (5,152 Shares) and Facebook (955 Shares).
As unimaginable adventures are unfolded in unexpected locations, the pop-up stores were the main methodology to approach the consumers to foster spontaneity and adventurous experience for customers. This campaign challenged the consumers to find exploration with The North Face in the everyday routine.
North Face Korea, the No. 1 outdoor brand in Korea which greets its 50th year anniversary of foundation, publicly announced its ‘50 years of exploration’ anniversary campaign with McMURDO, that represents the company’s heritage product. In order to unfold a very special opportunity with the concept of exploration in mind, the campaign was meticulously planned with client’s core brand values from the initial stages of the project.