Why is this work relevant for Brand Experience & Activation ?

The North Face brand has been constantly communicating with consumers in Korea through various experience-focused campaigns to make them feel the core message of the brand: Never Stop Exploring. This time, to let consumers experience the brand and make them aware of the brand new product, we developed a campaign that is never seen before. With the help of flying drone technology, the campaign allowed the consumers to physically engage with the brand and its new product.

Background

The Long down has settled down in Korea as a must-have fashion item for winter. Even 2018 Pyeong Chang Winter Olympics marked it as Korea’s winter ‘Mega-Hit’ fashion trend. However, consumers expressed discomfort for its heavy weight. Therefore, The North Face created 'Super Air Down,' which is thermal yet light, and launched the campaign that delivers the concept of 'lightness' of the Super Air Down that weighs less than 1kg.

Describe the creative idea (20% of vote)

In order to show the lightness of 0.99kg Super Air Down, we brought in drones that can carry light items in the air. We wanted to deliver the message: "World's lightest long down," through an extraordinary experience; the experience of surprise as the flying drones carrying Super Air Downs appear in unexpected places; and the experience of engagement as people get to catch the items from the air and try them on themselves.

Describe the strategy (20% of vote)

Our target consumers in their twenties and thirties are willing to buy and share a product with their friends when they actually see and touch it, rather than when they see the product online. We employed this reference and prepared the campaign that allows the consumers to witness the product features in real life, while also having fun, physical engagement with the product. The striking experience became a hot topic, and the recorded videos of the consumers enjoying time with the product went viral as we played them not only at The North Face stores, but also on YouTube, Facebook, and Instagram. We focused on such media platforms to stir up more buzz and lead to more purchases of the Super Air Down.

Describe the execution (30% of vote)

To make consumers feel and experience the lightness of the product, we utilized a group of drones. Drones were appropriate devices to show how light our products are. We flew the drones, carrying the Super Air Downs, at Han River. The people were first at shock from the unusual experience. Soon, people noticed the jackets carried by the drones and jumped all over the place trying to catch them. When they successfully caught the jackets, they got them for free. Through this interesting consumer experience, we were able to deliver the message: "World's lightest long down."

List the results (30% of vote)

In the first week of the campaign, Super Air Down's <Air Down Attack> video earned 20M+ views on YouTube and Facebook, leading to an exponential growth of organic shares. Furthermore, within less than a week of the campaign, the main product, grey down jacket, was sold out, topping the record-breaking sales of 10B+ KRW. Item's scarcity effect persisted during the campaign period, selling 110K products, earning 47B+ KRW in profit, and maintaining its No.1 domestic outdoor brand reputation. Also, the campaign was recognized for its creativeness in global scale, earning Silver and Bronze in 2019 Clio Sport, and Gold and Silver in ADFESET 2019. For a long time, The North Face campaigns provided refreshing excitement to the consumers living repetitive everyday lives. We anticipate that such an effort will allow the brand to continue to be on everyone’s lips and provide positive interactions.