Just a few months back we won the pitch for launching Vectiv - The Future of Trail, by The North Face, at Globetrotter's Innovation Lab, in Berlin. This is a space dedicated to exclusive activations for brands that will not cease to innovate, experiment, create; in our case, The North Face.
We took the Innovation Lab as the most critical opportunity for Vectiv to shine and pull the customer into its story. Our designers created a round experience based on five essential pillars in the customer journey: Immerse | Inspire | Explore | Challenge | Purchase. We aimed to highlight the new technology, encourage trial, and grow TNF’s explorer community.
With the rise of AR in retail, we seized the opportunity and worked on designing a charming sneak-peak that enabled TNF customers to preview the product before purchase safely.
Having worked with TNF for the last five years, our team knows how to reflect the market's and the audience's vision in the retail execution. We love TNF's muddy, unstoppable, off-road explorers!
The TNF community is tight and savvy. Fans want to hear all about the technology behind the product and how it compares to other products; they love athletes' stories and feel inspired. They enjoy connecting to other runners, pushing the limits, and achieving more. Ultimately, fans do enjoy a good challenge. ("Field tested by pros. Now it's your turn.")
IMMERSE: Upon entering the store, a hovering belt would catch the customer’s eye: 4 key Vectiv models are highlighted, leveraging AR technology. Customers could safely interact with the products and share their experience on Social Media.
INSPIRE: “Field tested by pros. Now it’s your turn.” We showed videos, interview pieces and insights from the 14 TNF athletes who broke 17 records while wearing Vectiv.
EXPLORE: We built a “Lift&Learn” Station where customers could physically interact with the various products, learn more about each model and see what best fits their needs.
CHALLENGE: With Globetrotter and the District App as our partners, we created a community activation with the chance to win a pair of Vectiv. Did you know that Berlin is host to some iconic off-road, muddy routes? We had no idea.
PURCHASE: The final touchpoint summarises the entire experience giving the customers the choice to either buy in-store or online.