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BRAND CAMPAIGN – 360

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VF Corp China SAR

 
 

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What I did
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360 Campaign Team
Campaign idea
Consumer Activation Team Lead
Consumer Activation Concept
Store Implementation Solution
Point of Purchase Design

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Mission

Since 1966, The North Face has been a leader in high-quality, sustainable outdoor performance clothing and gear for hiking, skiing, trail running, camping, and other adventures in the Western atmosphere.

However, in China, the brand faced a challenge in getting urban Chinese to understand the values of their products because outdoor exploration is not part of their lifestyle yet. 

Solution

To stay true to the brand proposition – “Never Stop Exploring”, we have to think from their point of habits and give city dwellers intriguing channels to experience, explore new places and plant their first flag to mark their success – one location, one conqueror.

 
2010 TNF Conquer China 000.jpg

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Awards

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Top 10 Campaign, Ad Age China 2010
Best in Asia, PMAA 2011
Best Interactive, AME 2010
Interactive, Golden Dragon 2011
Interactive, D&AD in book 2010
Interactive, Gold New York Festival 2010
Interactive, Bronze One Show 2010 (China only pencil)
Interactive, Bronze AdFest 2010
Interactive, Bronzes Spike 2010
Digital, Bronzes Spike 2010 

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Results

Over 2,000,000 city dwellers went outdoors and experienced the brand – never stop exploring and planted virtual flags. 

1.2 million people saw the live, on-the-ground event in Beijing and Shanghai. Dealer store sales climbed 106% during these 18 days, and coupon redemption increased 150%. 

In 18 days, 65,100 flags were planted, and the winner planted over 4,000 flags in China.

 
 
 
 

Another arresting idea.

468,000 people made history with Lee Jeans.