Category

Award

RED FLAG

ClientTHE NORTH FACE
ProductTHE NORTH FACE CLOTHING
EntrantOGILVY SHANGHAI, CHINA
Type of EntryIntegrated
TitleRED FLAG
Product/ServiceTHE NORTH FACE CLOTHING
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising Agency:OGILVY SHANGHAI, CHINA
Credits
Name Company Position
Kevin Lee/Sean Sim/Natalie Lam/Zhu Hao Ogilvy & Mather, Shanghai Executive Creative Director
Kevin Lee/Kit Ong/Sean Sim/Natalie Lam/Kelvin Leong Ogilvy & Mather, Shanghai Creative Director
Kit Ong/Joan Zheng/Stanley Tao Ogilvy & Mather, Shanghai Copywriter
Kevin Lee/Kelvin Leong/Minsheng Zhang/Zhang Lei/Kama Zhang/Casper Woo/Kurt Durt/ Ogilvy & Mather, Shanghai Art Director
Aywei Wong/Weisian Lee Ogilvy & Mather, Shanghai Agency Producer
Chye Yee Chow/Liu Jin Ming/Joyce Chen Ogilvy & Mather, Shanghai Producer
Kai music Kai music Sound Production house
Mingsheng/Zhanglei/Kevin Lee/Hytal Ye Ogilvy & Mather, Shanghai Designer
Attic Post Attic Post Post production house
Zhang Lei Ogilvy & Mather, Shanghai Typographer

Describe the campaign/entry:

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?

Give some idea of how successful this campaign/entry was with both client and consumer:

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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. We utilized 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.All they needed was a mobile phone to plant “virtual red flags” at any location they want to stake a claim to. Only one person can claim one location, and the location claimed will be named by the conqueror. The race was on to see who would be the one to conquer China.