Plant a flag for The North Face

Ogilvy Shanghai and Neo@Ogilvy Shanghai has developed a campaign for The North Face with the goal of firmly positioning the pre-eminent outdoor brand in China. The North Face aims to be THE brand that inspires and moves people to go out and explore the world. Targeting Chinese consumers under 35 who are interested in the active, outdoor lifestyle, the campaign capitalized on the brand’s red flag icon and its representation of exploration/ The campaign encourages people to explore a new place and plant a red flag using their mobile phone. The challenge was to see how many flags people could plant in 18 days.

The 360-degree integrated communications campaign encompassedadvertising, website development, mobile marketing, on-the-groundevents at Sanlitun in Beijing and at Xujiahui in Shanghai, publicrelations, in-store promotions and field marketing.

The first phase of the Red Flag campaign ran for 18 days (October15-Nov 1, 2009). The second phase is in development. The campaignresults were extremely pleasing; at the end of phase one, more than650,000 red flags had been planted by consumers. Visit the website:redflag.thenorthface.com.cn.