This week, The North Face’s sudden sporting challenge for its customers has caught his eye.
Ever been in a shop and the floor started to fall in? Sounds like a nightmare you once had? Well ever-adventurous The North Face subjected its customers to exactly that, knowing that they’d be up for the challenge…
The unsuspecting customers at this pop-up The North Face store in South Korea were forced to prove their exploratory credentials and put their survival instincts to the test when the floor below them slowly began to disappear. They were forced to grab on to the walls, which just so happened to have rock-climbing holds attached to them. As a bit of reassurance that this isn’t their worst nightmare coming true and that it is in fact a brand experience with a difference, the floor was removed to unveil The North Face branding.
As the customers are left dangling from the walls, a The North Face product descends from the heavens, just ever so slightly out of their reach, and to throw in some added pressure, a 30-second timer appears challenging them to get their hands on the goods.
The North Face’s Korean marketing team are onto a winner here, as they orchestrated another similar stunt earlier this year, where the changing rooms were transformed into a real life Arctic challenge. I’d love to see a stunt like this from them in the UK!
As the customers are left dangling from the walls, a The North Face product descends from the heavens, just ever so slightly out of their reach, and to throw in some added pressure, a 30-second timer appears challenging them to get their hands on the goods.
This is the perfect example of a brand knowing its audience. This experience would have resonated deeply with its market of young, adventurous explorers, always up for a challenge.
The North Face’s Korean marketing team are onto a winner here, as they orchestrated another similar stunt earlier this year, where the changing rooms were transformed into a real life Arctic challenge. I’d love to see a stunt like this from them in the UK!
Joss Davidge is managing partner of BEcause, an award winning brand experience agency which has been helping brands become more tried, tested and talked about for over 20 years.
Read more from Joss in our Clubhouse.
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