NATURE PRODUCTS by Ace Saatchi & Saatchi Makati for The North Face

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NATURE PRODUCTS

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Associate Creative Director Chin Pangan
Executive Creative Director Raoul Floresca, Andrew Petch
Creative Director Trixie Diyco
Art Director Jannet De Veyra
Released April 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: THE NORTH FACE/PRIMER GROUP
Product/Service: OUTDOOR GEAR
Agency: ACE SAATCHI & SAATCHI
Date of First Appearance: Apr 29 2009 12:00AM
Entrant Company: ACE SAATCHI & SAATCHI, Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch/Raoul Floresca (Ace Saatchi & Saatchi)
Vice President / Head of Integration: Tony Sarmiento (Ace Saatchi & Saatchi)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Associate Creative Director: Chin Pangan (Ace Saatchi & Saatchi)
Copywiter: Paolo Agulto (Ace Saatchi & Saatchi)
Copywiter: Maan Agsalud (Ace Saatchi & Saatchi)
Art Director: Jannet de Veyra (Ace Saatchi & Saatchi)
Animator/Editor: Jannet de Veyra (Ace Saatchi & Saatchi)
Final Artist: Rod Alonzo/Robert Achas (Ace Saatchi & Saatchi)
Print Producer: Rodel Quitain/Dennis Obien (Ace Saatchi & Saatchi)
Media placement: In-Store Promotion - April 2009 – September 2009 - April 2009 – September 2009

Describe the objective of the promotion.
The North Face outdoor-gear brand, needed to stand out in stores that house thousands of competitive products and thus had no space for ‘large’ advertising displays. So we had to find an alternative way to promote the brand. We knew that we had to come up with something that is small in stature but big in promotional impact.

Describe how the promotion developed from concept to implementation
We used the only store space available: the product racks and shelves. Then packaged ordinary elements of nature (rocks, sticks and leaves) to look like retail products. On the front of the pack we listed all the different products these nature elements can be used as, to survive in the wild. At the back, we revealed our brand and message: Survive outdoors. The North Face.

Describe the success of the promotion with both client and consumer including some quantifiable results
Store patrons were instantly drawn to the merchandise. Some even wanted to buy them! Outdoor Essentials was such a hit that we had to refill the racks every day for the course of three months. Better yet, purchase of The North Face products increased by 15% month-on-month. Not bad for a campaign built on rocks, twigs and leaves.

Explain why the method of promotion was most relevant to the product or service
We needed to find a way to stand out in stores that have no advertising space at all. By creating compact, unusual retail products to hang on the racks and shelves, we were not only able to use a new part of the store to advertise, but advertise in far more positions throughout the store. The peculiarity of the products also grabbed the curiosity of customers far more than traditional advertising merchandise would have (not to mention allowed for a far more personal one-to-one conversation with them.) Plus it gave customers a free ‘humorous’ novelty product they could take away with them.