Cross-media campaign for the six German The North Face® stores
Strategic marketing communication agency Pubblimarket2 has developed the creative concept and all the communication tools for the cross-media “The North Face® stores Easter campaign”, made to measure to promote the single-brand The North Face® stores in Germany.
The mechanics of the operation, active between 28th March and 7th April, are targeted to promote the SS 2013 collection, already launched in Germany and Europe by the Udine-based agency, and to increase the flow of customers to The North Face® stores in Germany. Over Easter all mountain lovers who visit the stores in Düsseldorf, Munich, Stuttgart, Berlin, Leipzig and Cologne will be invited to compile a dedicated postcard, without the need for any purchase, which will allow them to participate in a special competition offering €500 vouchers for the purchase of The North Face® products. Furthermore, all customers purchasing products from the SS 2013 collection will immediately receive a voucher entitling them to a discount worth 20% of the amount spent, to be used on subsequent purchases until May.
The creative concept, devised by Pubblimarket2 and featured in all the supporting materials, such as the press ADV campaign, web pages, out-of-home materials and POP kits, compares past and present – in other words, the enduring commitment that The North Face® has made in the sector for 45 years, becoming the ideal benchmark for all sports and outdoor lovers in all seasons. The visual shows a representative image of the first expedition in 1966, the year in which the American company was founded, juxtaposed with an outdoor scene from this spring season. The two subjects are directly linked by a headline dedicated to the individual store, which says: “Over 45 years of exploration, season after season”.