The North Face: Super Air Down

November 05, 2018Filed under Outdoor and Fashion, Clothing, Footwear

2018 Pyeong Chang Winter Olympics marked ‘long down (Jacket)’ as Korea’s winter fashion trend. The North Face took the consumers' voice, which spoke about the inconvenience of the heaviness of these jackets, into account and launched a lighter, yet equally warm, ‘SUPER AIR DOWN’ product. The North Face Korea and creative agency INNORED planned this campaign for this upcoming winter in order to deliver less-than-1kg ‘lightness’ quality in a fun and exciting way. ‘SUPER AIR DOWN Drone Attack’ campaign has been receiving high interactions on YouTube and Facebook Page the moment the campaign went live. Consumers expressed strong curiosity and desire to experience it themselves as they viewed the exciting and surreal campaign story. In the first week of the campaign, it recorded 10M+ YouTube Views, 20M+ Views on YouTube and Facebook, leading to exponential growth of organic shares. Furthermore, within less than a week of the campaign, the main product - grey down jacket ran out of stock, topping the record-breaking sales of 10B+ Won. For a long time, The North Face campaigns provided original and thrilling stimulus to the consumers living repetitive everyday lives. We anticipate that such an effort will allow the brand to continue to be on everyone’s lips and provide positive interactions.

Advertising Agency:INNORED, Seoul, South Korea
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