The North Face Blueprint Spec Campaign
/ MESSAGE
The purpose of this campaign is to convince the consumer that The North Face provides the blueprint for every future need of their travels.DESIGN \
The concept of the Blueprint Design allows for future assets down the road pertaining to any hobbies any customers might have, i.e “The Explorer Blueprint” or “The Snowboarder Blueprint.” These could be advertised as special packages available for purchase or simply be a way to further relate to the customer base. / OPPORTUNITIES
The idea of the Blueprint can also be used to encourage others to share their “blueprint” for their travel- whether that be showing off their North Face gear they are bringing, where they are going, or how they are getting there. Using social media, there could be a wide range of earned media to be sought from this campaign.
GOING FURTHER \
These specified Blueprints, as mentioned above, could help target key groups of customers thinking about buying The North Face products. Each means of experience allows for various different uses for color and design
/ LOCATIONS
These posters would be placed in mostly urban areas, to stimulate the populous that does not necessarily know the ins and outs of travel, and travel gear needed for various locations.
OFFERS \
The North Face could also create special blueprints prints for customers who participate in the campaign. These could be sold or given out as a way to encourage participation, and could be a great way for people to help commemorate their travels./ IN DIGITAL
For better customer engagement online, The North Face could offer an interface that allows people to digitally create their very own blueprint, uploading it and sharing it with The North Face community. With these blueprints, customers can also share stories of their travels, advice for different kinds of trips, and so much more..
