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The North Face ‘Never Stop Exploring’ changing rooms experience

By Joss Davidge

Adventure brand The North Face stayed true to its ethos ‘Never Stop Exploring’ by transforming its changing rooms into a real life Arctic challenge.

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Customers in South Korea were stunned when they entered a fitting room to try on an item of clothing and got a bit more than they bargained for.
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Unsuspecting customers entered into the changing room, which actually served as a rotating portal into a whole other room. In this unexpected chamber, the retailer provided its customers with a fun brand experience, where they were able to embark on an adventure.

They were faced with various tasks, including using a pickaxe to free high-performance outdoor gear from a large block of ice, and throwing snowballs at a spherical container to free more gear, all of which they could keep afterwards. 

By orchestrating this fun experiential marketing stunt, The North Face aligned itself with a sense of fun and adventure and successfully communicated its brand messaging to its target audience.

Pop-up shops are always a nice way of evoking a sense of intrigue and curiosity in your target audience; an incongruous pop-up will always spark a sense of curiosity in passers-by which implores them to enter.

If you liked the idea behind this entrapment-cum-brand experience you should take a look at the Yovis Viaggio stunt where people find themselves trapped in a public toilet, and Samsung’s dishwasher prank where unsuspecting passers-by get trapped in a larger than life dishwasher.

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