Red flag

Credits & Description:

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: THE NORTH FACE
Agency: OGILVY SHANGHAI, CHINA
Exectutive Creative Director: Kevin Lee / Sean Sim / Natalie Lam / Zhu Hao (Ogilvy Shanghai)
Creative Director: Kevin Lee / Kit Ong / Sean Sim / Natalie Lam / Kelvin Leong / Nicki Wong (Ogilvy Shanghai)
Copywriter: Kit Ong / Joan Zheng / Stan Xu / Stanley Tao (Ogilvy Shanghai)
Art Director: Kevin Lee / Kelvin Leong / Minsheng Zhang / Zhang Lei / Kama Zhang / Casper Woo (Ogilvy Shanghai)
Agency Producer: Aywei Wong / Weisian Lee (Ogilvy Shanghai)
Producer: Chye Yee Chow / Liu Jin Ming / Joyce Chen ()
Post-Production: (Attic Post.)
Production House: (Gwantsi Prodution.)
Typographer: Zhang Lei (Ogilvy Shanghai)
Designer: Mingsheng / Zhanglei / Kevin Lee / Hytal Ye (Ogilvy Shanghai)
Describe the brief from the client:
Never Stop Exploring is the line behind the brand The North Face.
The North Face believes everyone can be an adventurer, and that we should never stop to explore the natural world around us.
For the brand, China is a great challenge, as most modern Chinese have yet to adopt such a lifestyle.
So how do we make these urban dwellers and Internet explorers take the first step?
Describe how the promotion developed from concept to implementation:
We had to give people a taste of how great it is to have explored a new place, and claim credit for being there first. In the world of outdoor adventure, an explorer would lay claim on a summit by planting a flag. And he would continue to do so on every other summit he has managed to conquer.
We adopted this iconic action of planting flags as the idea for an integrated campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results:
There were over two million unique visitors to the campaign website, and nearly 1.2 million people saw the live on-ground event in Beijing and Shanghai.
Dealer store sales climbed 106% during these 18 days. Event coupon redemption was 150% above average.
Over 651,000 red flags were planted during the campaign period.
The champion planted over an amazing 4,000 red flags.
It was a runaway success for The North Face.
It didn’t take much to make people explore their world.
All it took was a red flag.
Explain why the method of promotion was most relevant to the product or service:
We utilised a fully integrated plan that covered advertising, online and mobile marketing, in-store retail promotions, field marketing and live events at Beijing and Shanghai for over 18 days.