“Great Outdoors is just outside your door”: The North Face® competition, Pubblimarket2 strategy
Pubblimarket2 won the Europe-wide call for tenders by VF International for the organisation and management of The North Face® “Great outdoors is just outside you door” competition
Pubblimarket2 won the Europe-wide call for tenders by VF International for the organisation and management of The North Face® “Great outdoors is just outside you door” competition, a cross-media operation in partnership with Intersport, which involved over 250 points of sale in Germany. The operation, aimed at raising brand awareness of The North Face®, increasing traffic at Intersport points of sale and boosting sales, included the design and management of two competitions, the first with an outdoor theme, the second aimed at snow sport enthusiasts.
Pubblimarket2 devised the slogan “Great outdoors is just outside your door” for the outdoor competition, underscoring the primary aim, i.e. conveying that the products of The North Face® collection are not aimed solely at experts and professionals, but are perfect for all situations “outside your door”. Pubblimarket2 also handled the promotional mechanics strategy, the creative side of the campaign, the planning (with the aid of an international media centre), and the coordination of the entire operation. Specifically, Pubblimarket2 designed: a POP materials kit supplied to all the points of sale and composed of a totem, a countertop display, rotair cards, window stickers and postcards; a 10-second TV commercial planned on the VOX satellite channel; an ADV campaign for online and off-line media, as a banner for selected websites, topics in Fit For Fun and Intersport magazine, and Out Of Home posters; a dedicated website for the competition, to enable participants to upload their pictures and featuring an application to share the uploaded images on social networks, and a Facebook page managed by a content manager who promoted participation and provided information regarding the competition. Specific visual merchandising and street marketing ventures were also devised for the principal points of sale.
The venture, which took place throughout October 2011, was highly successful, with positive participation by users, who uploaded their most representative outdoor photographs. Each week the photo that received the most votes from the users of the webpage won an outdoor kit by The North Face®, while at the end of the competition a jury chose the three most moving and characteristic pictures, awarding their photographers an exclusive outdoor trip for two on Mont Blanc, which they enjoyed between 21 and 24 June.