THE NORTH FACE
- EVERYTHING IS A TOOL TO EXPLORE -
THE CONSTELLATION HANG TAG
CHALLENGE
The North Face is a brand that believes people should Never Stop Exploring. Unfortunately, in Asia, people preferred to stay indoors. So we were tasked to come up with a fun yet simple way to make exploring the great outdoors, great fun.
IDEA
We discovered a totally overlooked touch point in the customer journey – the humble hang tag – and gave it The North Face makeover. We reinvent the Hang Tag to enhance the brand idea at the vital point of purchase. Introducing the Constellation Hang Tag, a hang tag with holes that encouraged people to hunt for constellations, true to The North Face’s call to Never Stop Exploring. Users could begin their hunt indoors first, before venturing to the great outdoors to hunt for more constellations. As they did so, these new explorers were also learning one of the basics of exploring: astronavigation.
RESULT
This idea was launch in end April and has increased footfall into stores by 18%, contributing to an estimated 5% more sales. Best of all, over 86% of North Face customers who had the Constellation Hang Tag, felt excited and interested about heading out to the great outdoors when asked.
