SUB CATEGORY :

USE OF GUERRILLA MARKETING

COMPANY ENTERING :

INNORED, SEOUL

TITLE :

SUPER AIR DOWN DRONE ATTACK

BRAND :

THE NORTH FACE

ADVERTISER :

THE NORTH FACE KOREA

AGENCY :

INNORED, SEOUL

CREATIVE & EXECUTION :

ALL INNORED CREATORS

MEDIA AGENCY :

INNORED, SEOUL

FILM PRODUCTION COMPANY :

SPACE MONSTER CONTENTS, SEOUL

DIRECTOR :

YK KIM

ASSISTANT DIRECTOR :

SEUNG-MIN PARK/MI-JI JOO

DIRECTOR OF PHOTOGRAPHY :

JONG-KWAN KIM

ART DIRECTOR :

YERI MIN

EXECUTIVE PRODUCER :

JUNG JUN

FILM PRODUCER :

KYUNG GEUN LEE

CAMPAIGN SUMMARY :

THE NORTH FACE TOOK THE CONSUMERS' VOICE, WHICH SPOKE ABOUT THE INCONVENIENCE OF THE HEAVINESS OF THESE JACKETS, INTO ACCOUNT AND LAUNCHED A LIGHTER, YET EQUALLY WARM, ‘SUPER AIR DOWN’ PRODUCT. BRAND AND CREATIVE AGENCY PLANNED A CAMPAIGN TO DELIVER LESS-THAN-1KG ‘LIGHTNESS’ QUALITY IN A FUN AND EXCITING WAY. WE WOULD LIKE TO LET CONSUMERS TANGIBLY FEEL AND EXPERIENCE THE LIGHTNESS OF THE SUPER AIR DOWN, WE INTEGRATED ‘DRONE’ THAT FLIES IN THE AIR WHILE CARRYING LIGHT SUBSTANCES. THIS IS THE KEY THAT ACTUAL PRODUCT IS LESS THAN 1KG, THERE WAS NO PROBLEM WITH EXECUTION OF FLYING IT ON A SMALL DRONE.
THE PICTURESQUE SCENERY OF SUPER AIR DOWN FLYING ON A DRONE AT THE SEOUL HAN RIVER PARK CATCH PEOPLE’S EYES AND ATTENTION IN A FLASH. THEIR EXPERIENCE OF THRILL AND FUN AT THE GUERILLA EVENT, MAKE THEM FEEL EXCITING AND NEW ADVENTURE IN THEIR NORMAL LIVES.

THE BRIEF :

THE NORTH FACE TOOK THE CONSUMERS' VOICE, WHICH SPOKE ABOUT THE INCONVENIENCE OF THE HEAVINESS OF THESE JACKETS, INTO ACCOUNT AND LAUNCHED A LIGHTER, YET EQUALLY WARM, ‘SUPER AIR DOWN’ PRODUCT. BRAND AND CREATIVE AGENCY PLANNED A CAMPAIGN TO DELIVER LESS-THAN-1KG ‘LIGHTNESS’ QUALITY IN A FUN AND EXCITING WAY. WE WOULD LIKE TO LET CONSUMERS TANGIBLY FEEL AND EXPERIENCE THE LIGHTNESS OF THE SUPER AIR DOWN, WE INTEGRATED ‘DRONE’ THAT FLIES IN THE AIR WHILE CARRYING LIGHT SUBSTANCES. THIS IS THE KEY THAT ACTUAL PRODUCT IS LESS THAN 1KG, THERE WAS NO PROBLEM WITH EXECUTION OF FLYING IT ON A SMALL DRONE.
THE PICTURESQUE SCENERY OF SUPER AIR DOWN FLYING ON A DRONE AT THE SEOUL HAN RIVER PARK CATCH PEOPLE’S EYES AND ATTENTION IN A FLASH.

THE STRATEGY :

BECAUSE THE ACTUAL THE NORTH FACE’S SUPER AIR DOWN IS LESS THAN 1KG, THERE WAS NO PROBLEM WITH THE ACTUAL EXECUTION OF FLYING IT ON A SMALL DRONE, SO WE PLANNED SUDDEN ATTACH WITH A DRONE TO INTRODUCE A NEW PRODUCT’S ‘LIGHTNESS’ AND BRAND’S ‘EXCITING EXPERIENCE’. THROUGH PEOPLE’S EXPERIENCE OF GUERILLA EVENT, THEY HAVE UNDERSTOOD BRAND’S KEY PURPOSE IN A FUN AND EFFECTIVE WAY.

THE EXECUTION :

IN ORDER TO ALLOW CONSUMERS TO TANGIBLY FEEL AND EXPERIENCE THE LIGHTNESS OF THE SUPER AIR DOWN, WHICH WOULD OTHERWISE BE KNOWN ONLY BY TRYING IT ON, WE INTEGRATED ‘DRONE’ THAT FLIES IN THE AIR WHILE CARRYING LIGHT SUBSTANCES. (BECAUSE THE ACTUAL THE NORTH FACE’S SUPER AIR DOWN IS LESS THAN 1KG, THERE WAS NO PROBLEM WITH THE ACTUAL EXECUTION OF FLYING IT ON A DRONE.) THE SUPER AIR DOWN FLIES CLOSER TO THE PEOPLE HAVING LEISURE TIME AT THE HAN RIVER AS IF IT IS TEASING THEM TO CATCH IT. WHEN THE PEOPLE SEE THE SUPER AIR DOWN, THEY RUN AND JUMP, TRYING THEIR BEST TO CATCH THEM DOWN. THE PEOPLE EXPERIENCE THE THRILL AND FUN WHEN THEY FINALLY CATCH THE SUPER AIR DOWN AND TRY THEM ON AT THE SPOT.

THE RESULT :

THIS CAMPAIGN HAS BEEN RECEIVING HIGH INTERACTIONS ON YOUTUBE AND FACEBOOK PAGE THE MOMENT THE CAMPAIGN WENT LIVE. CONSUMERS EXPRESSED STRONG CURIOSITY AND DESIRE TO EXPERIENCE IT THEMSELVES AS THEY VIEWED THE EXCITING AND SURREAL CAMPAIGN STORY. IN THE FIRST WEEK OF THE CAMPAIGN,
IT RECORDED 10M+ YOUTUBE VIEWS, 20M+ VIEWS ON YOUTUBE AND FACEBOOK, LEADING TO EXPONENTIAL GROWTH OF ORGANIC SHARES. FURTHERMORE, WITHIN LESS THAN A WEEK OF THE CAMPAIGN, THE MAIN PRODUCT - GREY DOWN JACKET RAN OUT OF STOCK, TOPPING THE RECORD-BREAKING SALES OF 10B+KRW.