THE NORTH FACE LONGER DAYS

The North Face identified,  that in spring/summer consumers were turning to other brands for activity wear and equipment due to the common perception that The North Face is a winter season brand. I was briefed to build awareness for The North Face spring/summer products and be more relevant to a consumer audience ranging from hardcore achievers to a mass audience.

In order to highlight the return of spring/summer and create a link to The North Face trail running, Summit Series, hiking and climbing collections, I explored the consumer's emotional response to seasonal change. Spring is a time of anticipation – a fresh start with new activities and longer hours of daylight, which means more time to get outside. “We can't wait to get outside, and go longer”. With this valuable insight I created the ‘Longer Days’ communication platform and the first fully integrated 360 marketing campaign for The North Face Europe.

The campaign celebrates seasonal change and the benefits of the outdoors via an emotionally led brand position around exploration, creating a rich and deep brand experience that inspires consumers to get out and 'go longer', with a focus on owning extra daylight hours. We built a community around the inspiration to get out more, by building digital tools to share challenges and experiences.

The campaign kick started online through social posts and online PR featuring the 'We are ready' tease film, and via a network of brand and athlete social channels talking to the concept of preparation for the coming season.

On the 28th of March, the night before the clocks changed in Europe for daylight savings, we released the 'Longer Days Are Back' TVC during prime time via broadcast networks in the UK and Germany. On the 29th March a new digital platform was unveiled alongside the Explorer app to support the 'Longer Days' digital Activation.

Throughout summer 4 x ABMs support the brand communication to 'Go Longer' in Trail Running, Hike, Climbing and Summit Series product ranges. All campaigns continue brand story telling of summer exploration  via social and digital, PR, sports marketing, retail and trade channels.