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Integrated
 

Red Flag - Cadbury Canada

Best Integrated Communications Campaign

Issue 18 | March 2011

Agency

Ogilvy Shanghai

Background

With growing affluence and a burgeoning middle class in post-80’s China, the outdoors has taken on a completely new meaning bringing with it great business potential for outdoors products and brands. The North Face Company wanted to capitalise on this growing outdoor market with a campaign which would result in high talkability and an upsurge in sales across China.

Idea

The RED FLAG Movement is an innovative, integrated campaign to build North Face’s positioning as the pioneering outdoor brand, by bringing the outdoor lifestyle closer to a wider Chinese audience.  The target audience were invited to become explorers right where they lived. Advertising, in-store communications, mobile and field-marketing encouraged them top go ouit and visit as many summits as they could find in Beijing and Shanghai and, once there, to plant an electronic flag via an SMS message to claim a virtual piece of China.

The Results

In the course of the 18-day campaign period, over 651,000 virtual Red Flags were planted all over China. One individual managed to plant 4,000 flags alone.

The complimenting on-ground activation further reached a total of 2.2 million people.  The event grew the boundaries of the brand by increasing retail sales by as much as 106% compared to ‘08 sales figures and truly brought to life the North Face brand essence of NEVER STOP EXPLORING.

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