The North Face Korea: Never Stop Exploring Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

朝鲜面对朝鲜: 永不停止探索运动

案例简介：结果这个视频继续赢得世界各地人们的心。因为视频庆祝真实的个人拥抱意想不到的冒险，它与观众无论语言或文化差异。国际广告商和营销人员称赞该活动能够将观众与品牌理念联系起来，超越普通的特技电影。一旦该活动登上全球广告杂志 Adweek 的封面，该视频就在社交媒体上迅速传播开来。仅仅两天之内，就有 160,000 人观看了它。该视频一直保持在 Adweek “最受欢迎” 部分的顶部。这场运动继续在全球观众中迅速传播。通过他们的经历，顾客留下了难忘的回忆。犹豫、兴奋、决心以及最后为抓住机会而鼓起的勇气，在竞选结束后的很长一段时间里都会伴随着他们。许多人选择定居，因为缺乏为伟大而奋斗的勇气而犹豫探索，他们指出，这场运动唤醒了他们的冒险精神, 给他们的生活带来能量，并介绍他们也想 “有朝一日迎接挑战” 的想法。' 相关性为了传递 “永不停止探索” 的信息，我们制作了一个特殊的弹出式商店，给顾客带来了意想不到的挑战。。它的设计是为了给人们一个激动人心的体验，从 4 米高的墙上跳下，关于安全问题。因此，我们可以制作一个充满活力和娱乐性的视频，让很多人享受他们的挑战，不管他们是否成功。活动描述作为韩国第一大户外品牌，北面想超越户外活动的领域; 而是将自己定位为挑战目标观众的精神, 尤其是 20 多岁和 30 多岁的年轻目标。我们认为，给品牌信息最有效的方法是让目标自己参与品牌活动。多亏了这次活动，走进这家弹出式商店的顾客可以体验到如此伟大的冒险，在他们的生活中有难忘的回忆，并对这个品牌产生了强烈的印象。有效性朝鲜希望通过这个视频帮助 20 多岁和 30 多岁的年轻职业韩国人亲身体验我们的信息 -- “永不停止探索”。我们希望他们觉醒并拥抱他们的挑战精神。因此，我们推动走进商店的顾客面对意想不到的挑战，让他们主动选择接受挑战，选择我们非常特殊的弹出式商店。我们在韩国首都首尔开了一家特别的弹出式商店，只经营了两天。在此期间，许多顾客走进弹出式商店，面临着意想不到的挑战。当他们参观商店时，他们下面的地板突然倒塌了。然后，30 秒的挑战呈现给震惊的顾客，顾客紧紧抓住商店的岩壁，他们不得不选择接受这个挑战。他们是否成功一点也不重要，因为他们经历了主动接受挑战的激动和兴奋。这就是我们这次竞选的尝试。我们可以通过这个视频的挑战来捕捉他们的兴奋，它激励世界各地的观众推动他们自己的极限。这场运动最初是针对韩国消费者的，但我们认为这段视频的内容足够好，也能给全球观众带来灵感。因此，我们一直使用 YouTube 频道作为主要媒体平台。实施这场运动最初只针对韩国消费者，但我们认为这段视频的内容足够好，也能给全球观众带来灵感。因此，我们一直使用 Youtube 频道作为主要媒体平台，以及其他韩国大型在线频道，如 Naver 、 Daum 和社区，作为子媒体平台，尽可能体验这个视频。多亏了网上所有的积极反应，它也被制作成了一个 30 秒的电视广告，供更多的人看。

朝鲜面对朝鲜: 永不停止探索运动

案例简介：Outcome This video continues to win the hearts of people around the world. Because the video celebrates real individuals embracing unexpected adventures, it has connected with audiences regardless of language or cultural differences. International advertisers and marketers have praised the campaign for its ability to connect audiences to the brand philosophy over and beyond the normal stunt film. Once the campaign was featured on the cover of Adweek, a global advertising magazine, the video went viral on social media. Within just two days, 160,000 people had viewed it. The video has remained at the top of Adweek’s ‘most popular’ section. The campaign continues to spread rapidly among global audiences. The customers featured were left with unforgettable memories through their experience. The feelings of hesitation, excitement, resolve, and finally, the courage summoned in order to seize their opportunity will remain with them long after the campaign has ended. Many people who have chosen to settle and who have hesitated to explore because they lack the courage to strive for greatness, noted that this campaign awakened their adventurous spirit, bringing energy to their lives and introducing the idea that they too want to ‘rise to the challenge someday.’ Relevancy To deliver the message, ‘Never Stop Exploring’, we made a special pop-up store and gave customers unexpected challenges. . It was designed to give people a thrilling experience jumping off the 4-meter high wall concerning the safety matter as well. As a result, we could make a dynamic and entertaining video featuring a lot of people enjoying their challenges regardless of whether they succeed or not. Campaign Description As a no.1 outdoor brand in Korea, The North Face wanted to go beyond the realm of outdoor activities; rather to position itself as the spirit of challenging to target audiences, especially young targets in 20s and 30s. We thought that the most effective way to give a brand message is to let targets involved into the brand activities by themselves. Thanks to this event, the customers who walked into this pop-up store could experience such a great adventure with unforgettable memories in their lives and got a powerful impression on this brand. Effectiveness The North Face Korea wanted to help young professional Koreans in their 20s and 30s to have hands-on experience of our message – ‘Never Stop Exploring’ through this video. We wanted them to awaken and embrace their challenging spirit. So we pushed customers who had walked into the store to face unexpected challenges and let them choose to take the challenge on their own initiative with our very special pop up store. We made a special pop-up store in Seoul, the capital city of Korea and ran this pop-up store for 2 days only. During this time, lots of customers walked in to the pop-up store and were faced with an unexpected challenge. While they were taking a tour around the store, the floor beneath them collapsed all of a sudden. Then, 30 second challenge presented to stunned customers clung to the shop’s rock wall and they had to choose to take this challenge or not. It is not important at all whether they succeeded or not because they experienced the thrill and exhilaration of taking the challenge itself by their own initiative. That’s what we tried out for this campaign. We could capture their excitement through the challenge on this video and it motivates audiences around the world to push their own limits. This campaign was targeted for consumers in Korea for the first place but we thought that the content of this video is good enough to give an inspiration to global audiences as well. Therefore, we have been using YouTube channel as a main media platform. Implementation This campaign was only for Korean consumers for the first place but we thought that the content of this video is good enough to give an inspiration to global audiences as well. Therefore, we have been using Youtube channel as a main media platform and other big Korean online channel such as Naver, Daum and communities as a sub media platform to experience this video as much as possible. Thanks to all the positive reactions online, it was also made into a 30-second TV commercial for more people to see.