All work
Nord Retail Group
Terra Trek
Outdoor gear, bought outdoors, in the worst weather of the year.
- Selected work
- Out-of-home
- Media buying
Demo case study — invented campaign, invented figures.
The brief
Terra Trek's season is short and it overlaps exactly with the weather that keeps people off the street. The client's instinct was to move the budget to digital for that reason.
What we did
We argued the opposite and bought the weather. Boards on the arterial roads and a bridge banner over the heaviest commuter crossing, all of it lit, all of it in the months when the audience is stuck in traffic looking at precisely one thing.
What happened
The bridge banner alone carried a third of the campaign's measured recall, at eleven per cent of its cost.
In short
- 9
- Boards
- 1
- Bridge
- 12
- Weeks
