The North Face Promo, Case study FLAGS by Ogilvy & Mather Guatemala

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Miguel Mayen, Herberth Monterroso Ogilvy
Art Director Victor López, Christina Irvin-Bell
Copywriter Otto Gramajo
Producer Ronald Arriola, Victor Pérez, Juan Carlos Flores, Ruben Leyton Ogilvy
Photographer Alfredo Artiga Ogilvy
Account Supervisor Tete Del Cid
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: THE NORTH FACE
Product/Service: WINDBREAKERS
Agency: OGILVY GUATEMALA
Date of First Appearance: Oct 1 2010
Entrant Company: OGILVY GUATEMALA, GUATEMALA
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Creative Director: Miguel Mayen (Ogilvy Guatemala)
Copywriter: Otto Gramajo (Ogilvy Guatemala)
Art Director: Christina Irvin-Bell (Ogilvy Guatemala)
Producer: Juan Carlos Flores (Ogilvy Guatemala)
Producer: Ronald Arriola (Ogilvy Guatemala)
Photographer: Alfredo Artiga (Ogilvy Guatemala)
Producer: Ruben Leyton (Ogilvy Guatemala)
Account Supervisor: Tete Del Cid (Ogilvy Guatemala)
Art Director: Victor López (Ogilvy Guatemala)
Producer: Victor Pérez (Ogilvy Guatemala)
Media placement: 2m X 3m Red Flags - Public Parks And Plazas - 1 October 2010

Insights, Strategy & the Idea
The main objective of the campaign was to advertise windbreakers’ 25% off discount due to the change of season.

Our target: men and women, 15-45 years old ABC+ SEL in Guatemala City.

Guatemala is known as the Country of Eternal Spring because extreme temperatures almost never take place. That is why Guatemalans say “It’s cold”, even when it’s 15º C.
This city is located in a valley surrounded by mountains. When the north wind blows the temperature falls an average of 5º C. Knowing this, North Face advertised their windbreakers' sale in a media that could tell people exactly when to buy them.

Creative Execution
During the month of October, the beginning of the windy season, fifteen
2m x 3m flags were placed in plazas close to The North Face stores, with a headline that people could only read when the wind was blowing and the flag was extended:
"IF YOU ARE READING THIS, COVER UP, 25% OFF ON WINDBREAKERS"

Results and Effectiveness
Not only capturing the attention of our target audience, but also of the media, The North Face red flags campaign resulted in a 34% sales increase compared to the same promotion in 2009. This proved that “wind helps” when selling windbreakers.