The North Face ‘Never Stop Exploring’ changing rooms experience
Adventure brand The North Face stayed true to its ethos ‘Never Stop Exploring’ by transforming its changing rooms into a real life Arctic challenge.
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.
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.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.