Increase awareness and engagement with the outdoor clothing brand.
People are inspired by the places and outdoor adventures of others to imagine their own.
The genuine emotional motivation was inspiration.
We developed a global print and interactive online campaign inviting people to ‘add your own scenery’ inspiring the outdoors in everyone, whatever it meant to them. Instead of models hanging off impossible rock faces or posing against picturesque backdrops as per the industry norm, we photographed real people (Merrell employees) in stunning locations but then tore out the scenery in the ads to inspire consumers to ‘Add their own scenery’. Online, people uploaded their images and, using GPS data, the interactive site places them in its geographical location to help build the world’s biggest panorama.
Press, online and POS.
Merrell now have their first consistent global campaign running in their 30 year history. Brand awareness has increased from 34% to 49% across 2 seasons. Over 3,000 images uploaded in the first week of the campaign.
Did you know that most modern digital cameras use a type of Geographical Identification known as ‘geotagging’. Usually it’s longitude and latitude but it can also record altitude, bearing and place names as well. We used this on our Merrell site so that all the user image uploads were placed accurately on the Globe.
