Title | LONGER DAYS ARE BACK |
Brand | THE NORTH FACE |
Product/Service | SPRING/SUMMER APPAREL RANGE 2014 |
Entrant Company
|
FACTORY DESIGN LABS Le Chable, SWITZERLAND
|
Advertising Agency
|
FACTORY DESIGN LABS Le Chable, SWITZERLAND
|
Production Company
|
ASPECT Bristol, UNITED KINGDOM
|
Credits
Nathanael Potter |
Factory Design Labs |
Creative Director |
Frank Persyn |
Factory Design Labs |
Managing Director |
Nicolas Combes |
Factory Design Labs |
Digital Art Director |
Marc Van Der Meer |
Factory Design Labs |
Art Director |
Stephanie Lightfoot |
Factory Design Labs |
Account Manager |
The Campaign
'‘Longer Days Are Back’ was a fully integrated campaign that celebrated the extra hours of daylight in spring and summer.
The goal was to re-establish The North Face as a year round brand, and remind consumers of the brand’s potential outside of winter sports.
Through high-impact visuals, strong messaging and innovative activations, ‘Longer Days Are Back’ was able to engage with The North Face consumers like never before and inspire them to run, hike, climb and explore longer.
Success of the Campaign
Longer Days Are Back’ generated:
· 100,000,000 broadcast impressions
· Over 12,800,000 digital media impressions for the TVC in less than four weeks.
· Over 50,000 app downloads
· More than 8000 hours of Explorer activity, covering 43,500kms and 1,362,000 meters of elevation (and counting)
· A new global community of explorers growing every day
· More than 2000 submissions to the Explorer Photo Contest
· A rich media banner interaction rate of 13% (almost 400% higher than the apparel category industry benchmark of 3.73%)
· 1000 uses of the #LongerDays by the Instagram community
The ‘Longer Days Are Back’ newsletter beat both regional and industry standards with a click through rate of 5.4%. The digital campaign generated over a million clicks and shares, and millions more in views, while the takeover of The North Face homepage achieved more than 200,000 views in two weeks.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
On March 24th 2014, a thirty second viral was released across The North Face social media channels and in-stores. Using the hook ‘We are ready’, this tactical tease phase spoke to the concept of preparation, generating buzz and conversation.
Then, as the clocks went forward on March 29th, a fully integrated marketing campaign was unleashed, featuring comprehensive print and retail visibility and an inspiring 30 second TVC that reached millions of people across Europe.
On the same day, the Explorer Photo Competition was launched, along with the new Explorer App, which enabled users to track their outdoor performances and earn badges by completing various challenges - from running further to climbing higher. Prizes were awarded for the best explorers and the app was complimented by a digital platform where users could build a profile, share their achievements and photos, and interact with a community of explorers.