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 for their travels
THE CONCEPT
The decision to use a blueprint for this campaign is in part due to the modularity of blueprint. Every part of a blueprint can be customized to any one specific person, creating a unique experience for the customer.
Blueprints are historically used in architecture to plan the layout of a project before it begins. Combining The North Face with a blueprint theme into a campaign allows for a unique opportunity for The North Face to help people with their travels, while also being able to individually market items in a special way.
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.
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.
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 Blueprint Posters would be advertised throughout generally urban areas. The campaign’s main demographic are those who might not be very close to expansive wilderness, and The North Face is offering them a chance to build their journey step by step, an otherwise perhaps daunting task for someone who is not used to the going on many trips, or who might not own the necessary gear.
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..
