EXTREME SHOPPING

Short List
TitleEXTREME SHOPPING
ClientTHE NORTH FACE KOREA
Product / ServicePRODUCT
CategoryC01. Guerrilla Marketing & Stunts
EntrantINNORED 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

The Campaign

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!

Creative Execution

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.

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

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).

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

Our campaign is relevant for Promo and Activation because it allows the consumers to tangibly experience The North Face's core value exploration by challenging them to go down the zipline were just beside of the pop-up store to challenge and receive McMURDO new jacket.

The 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.

Credits

Name Company Position
All INNORED INNORED Associates
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
Links
Video URL