Essential Customer Understanding // Gore-Tex's range of intelligent, moisture management fabrics are well known to the specialist outdoor market. However with more clothing manufacturers designing high street styled jackets incorporating Gore-Tex technology, there was problem of awareness amongst a wider active lifestyle audience.

Global brand guides had recently introduced a new advertising layout & specialist outdoor sector concepts based around Ordinance Survey maps had already been agreed. Our task was to broaden the appeal of these concepts & introduce a new range of nine women's jackets to a more mainstream audience.

Our insight was that these jackets kept wearers in their comfort zone whatever the weather & actively complimented their busy lifestyles.

Creative Connection // Translating the OS maps concept into a weather map gave us a more mainstream & engaging approach. The weather is a universal topic & by showing different hot & cold spots superimposed on a jacket, it gave a clear visual message of how the jackets varying fabrics adapted to the needs of a wearer's body.

Using an innovative 12 page rolled fold tip-on, gave the flexibility to showcase the jackets, their features & explain the Gore-Tex Comfort Map concept. We also engage our 'active outdoor' target with tips on places to visit & supplied a full list of stockists. The tip-on resembled the top picture in a pile of Polaroid snaps that might have been taken on a trip out. This had the benefits of allowing for accidental off centre placement of the tip-on & when removed leaving an eye-catching page advert.

The tip-on ran in women's monthly magazines & national press supplements. The weather concept was developed into a 'skin protection' promotional campaign with Crabtree & Evelyn & a range of in store POS material was created including shop window banners, jacket neck hangers, redemption forms & show cards. An animated Skyscraper gave the campaign an online presence driving traffic to Gore-Tex's own website.

Genius Effect // The offline campaign reached almost 1.1 million 'active outdoor' women(1), achieved 61% brand attribution & increased our targets purchase consideration to 69% (2). Online 126,476 impacts were delivered across a range of behavioral tracked sites. Over 100 stores nationwide carried the Crabtree & Evelyn promotion, with nearly 300 luxury skin care gift sets being claimed.