How would you feel if, on a specific day when the rest of the commercial world and countless stores are offering special discounts, you find your favorite store closed? That’s what the recreational and outdoor equipment company REI did during Black Friday in the US last year and the initiative, to encourage people including their employees to enjoy the ouside, won the Grand Prix in the Titanium category at the Cannes Lions International Advertising Festival last month.
According to the case study, social media impressions rose 7,000%, hundreds of national parks opened for free, and 1.4 million people opted to stay outside rather than go shopping on retail’s biggest day.
If you haven’t seen the video which accompanies the action we recommend it…
What do you think of the initiative? A brand walking the walk as well as talking the talk? A publicity stunt? An attempt to encourage us to reconnect with the outdoors in our technology obsessed lives? Let us know
(This post comes from our Designing Deeper blog)
(Este post foi retirado do nosso blog Designing Deeper)