Ignorance isn't always bliss. Especially, if your product is competing in a market that's throwing out ¥2 billion a year in revenue.

To most of the world GORE-TEX® is known as the superior outdoor fabric brand, to Chinese customers - not so much.

That having GORE-TEX® fabric inside your outdoor garment is all it takes to get you places - extreme places - therefore wasn’t clear either.

To get Chinese customers on board, we created a POS campaign that visual spelled it out for them.

Further along the road, we would engage customers with iBeacon proximity based technology and drive them to our stores by handing out digital vouchers, but also feed entertaining and educational brand content onto their mobile phones. Supported by OOH, window design and in store displays. 

ASSOCIATE CREATIVE DIRECTOR Concept, Art Direction Supervision

Agency BBDO Interone, Pitch Won