The North Face (TNF) is significantly impacted by the rising awareness of non-environmental friendly and harmful substance, PFC in outdoor apparel. PFC has long been used as a waterproof coating in outdoor apparel. According to the research done by different groups, PFC is linked to various health problems like cancer, decrease in immune response in children, low birth weight, disrupting hormone system. PFC can remain in the environment for a long time and eventually goes into the food chain affecting both animal and human. It is said that for those who wear PFC garment to the outdoor, they are exposed to this harmful chemical and at the same time, spreading PFC to the natural environment. In 2015-2016, concern group like Green Peace launched a series of protest campaigns that jeopardize the brand image of North Face. In response to that, The North Face will introduce PFC-free product in 2017, which account for about 30% of total product. According to the current target, PFC will be phased out by the year 2020. In this marketing course assignment, an 2017 advertising plan is conceived for the Hong Kong market, with the following objectives: • Establish an environmental friendly image for The North Face. • Promote the new release of PFC-free product. • Promote the appreciation and participation of the outdoor life.

1. Updated on 4th October 2016
“Naturally _________”
THE NORTH FACE
2017 Advertising Campaign
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2. 2
Determination
Daring
Taking on Challenges
Always Progressing
• Reinforce the Environmental friendly image among the public
• Let the consumer knows that The North Face now has PFC-free products
• Show the consumer that the outdoor life is fabulous and enjoyable
Campaign Objective
"Never Stop" Campaign (Launch in September 2015)
YouTube view over 7 millions
Successfully established the image of:
Previous Campaign of The North Face
=
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3. Outdoor activities particularly hiking in Hong Kong cater for wide rage of age group. There are hiking
group in weekday mainly consist of retired people, and at the same time, the rise of popularity of trail
running attract huge amount of younger generation. Stand up paddling and stream wading is also
gaining popularity in social media
Our Target:
•General public who is new to the outdoor activities
•Outdoor enthusiast (both young & old)
•People who concern about environmental issues
•People who want to break away from city life
•Environmental concern groups
•TNF staff
According to Agriculture and Fisheries and Conservation Department,
Number of visitors to country park 11.7 millions in 2014  13.3 millions in 2015
= More new comer to the outdoor activities
Target Audience & Stakeholders
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4. 4
Target Audience – Attitude and Psychographic Analysis
Rising awareness due to:
•AFCD removing rubbish bin in country park and urging people to
bring their garbage away
•Success of The Big Waster
Effect of KOL
Starlight and Timelapse Photographer in Hong Kong (e.g. Will
Cho, Fran So mesmerize HK people by the beauty of nature
scenery while other KOL like 山中遊子,露營女漢子 tell people
that outdoor can be an introspective experience or it can be a
luxury enjoyment.
Therefore:
More people are appreciating and caring about the nature
and looking for different psychological satisfaction from the outdoor life

5. Tagline: Naturally ____________
Naturally= environmental friendly, not artificial
Growing= lively, progressing, can related to trees, people, inner self,
and also related to TNF brand, who is moving into PFC-free era
In the ads promoting the new non-PFC products, we can use the tagline:
Tagline can also be used in other occasions
Naturally Astonished
Naturally Adventurous
Naturally Exhausted
2017 Advertising Campaign - Key Message
Naturally Growing
-The North Face
Naturally Green
-PFC-Free Waterproof Jacket
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6. Visual Approach in Message Delivery
• Feature different popular outdoor activities and scenic spots
in Hong Kong (Sunset Peak, Dragon Back, Tai Tam Reservoir)
• Feature children exploring the nature (bring out the feeling of
growth, vibrancy, prospect)
• Feature pet owner enjoying the nature with their pet (As there
is an increasing number of people keeping pet in Hong Kong)
• Use big close up shot to intensify feeling and intimacy between
people and nature
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Seasonal adjustment in advertising approach
Always have new message, less boring and tiring
Align with TNF activities in different month (see time
line for details)
Summer: Water splash on clothing,
but no pollution to the environment
Winter: People stay close together to keep warm,
fostering relationship
Key Element:
Trees, Ocean, Mountain, Water droplet

7. 7
Major competitor Columbia is using a Technical approach
“Tested Tough” to show the toughness of the product
Associate too much on Masculinity
Direct the focus on products rather than brand value
Competitive Analysis
To Differentiate and Break the Clutter:
 Feeling and Sensation goes first
 Establish a sense that we are not just gear junkie,
but someone who have deep thought about the
surrounding nature.
 We see things in a holistic view of how human
interact with nature, not just challenging it.
 At the end, we use our new PFC-Free product to
reinforce our harmonious relationship with nature

8. Story Board for Main Video
A wide shot showing a giant and lively tree,
with kids and adult learning tree climbing
Children looking at a butterfly that they
discovered from tree, butterfly suddenly
flies away,, children are surprise, but
happy
Aerial shot (simulate the view of butterfly)
seeing people enjoying the sunset view of
Hong Kong from Tai Mo Shan
Lovers enjoy their time together with hot
drinks
Paragliding in SaiKung, paragliding
enjoying the seaview below
Cut to the diving scene in the coral reef in
Hong Kong
Children put on the North Face Jacket and
go up the mountain together in a fast pace
Cut to trail runner sprinting even faster
through the Sunset Peak
The hand of the runner scraping the
famous golden grass
Cut to a hand catching the water falling
from sky
Review the scene of Ng Tung Chai
Waterfall and couple shading the water
from waterfall using TNF jacket
End shot with tagline “Naturally Green,
PFC-Free Waterproof Jacket
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9. Call to Action
Action we expect from consumer:
• Shop in TNF online platform
• Learn more about the PFC-free product of TNF
• Go out and enjoy the outdoor activities
• Join the outdoor activities organized by TNF
Ways to achieve those action:
For YouTube video, there is a on-screen buttons for people to click
For print ads, POSM and outdoor ads, QR code is provided for people
to scan using mobile device
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10. Media Strategy
Online Media:
Reach general public by Ads in social media (Facebook)
Reach potential buyer/ interested party by search engine marketing (Google Adwords)
Reach outdoor/ sport devotee (Sports Road, Fitz)
YouTube ads before the video to showcase the main video of this campaign
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Media Habit of Target Audience
As our target Audience consist of old and young generation, both online and offline advertising
is weighed equally important, particularly outdoor advertising, which align with the nature of TNF
and also directly reaching outdoor enthusiast at their favorite location
Print:
Sports and Outdoor Magazine (GoOut, Sportsoho, X-Life, Runners’
World, Asia Trail)
Outdoor Advertising:
Bus station in Sai Kung Pier, Stanley Beach (Summer); Sunset
Peak, and other hiking point in (Fall/Winter)
Bus station near Maclehose trail and other major trail
POSM:
Leaflet, banner, posterin store to provide further information
about the New PFC-free technology and the certification TNF has
(Chem-IQ, Bluesign) POSM material are made of recycled paper

11. Frequency of ads:
Increase in frequency of ads is planned for particular period of time:
• Friday afternoon, when people are ready for holiday
• Before the long holiday like the Easter Holiday, Christmas
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Media Strategy
Production Resources
KOL who collaborate with the North Face and have established wide recognition among public. They have the own social
media which draw lot of attentions and follower. Featuring them in the ads could immediately bring the viewer into their
outdoor lifestyle.

12. Attitude and Opinion Test
Time: Before (Jan, Mar 2017), during (May, Aug 2017) and after (Jan 2018) the launch of the ads
People: Focus group & Survey consisting of outdoor enthusiast and general public
Recall Test Questions:
What do you think about the brand TNF?
Which brand will you buy when you are looking for PFC-free outdoor clothing?
How do you feel about the ads?
Behavior measurement:
Measure the number of event registration which is redirected from the ads
Measure the number of click and conversion rate on Facebook ads, Google ads
Target
40% increase in positive perception about TNF
30% increase in purchase preference over the competitor brands
15% increase in sales compare to the same month in 2016
* “Never Stop” Campaign drive up ~10% sales in 4th Quarter in 2015
Measurement of Effectiveness and KPI
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13. Timeline
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Dec 2016 -Conduct focus group to test the advertising message and storyboard -Conduct focus group to test brand perception -Revise the message and storyboard
Jan 2017 -Preproduction -Scouting for shooting location -Talent booking -Location Application -Media Buying -Develop IT system in tracking conversion
Feb 2017 -Production -shooting
Mar 2017 -Postproduction -Video and Photo Editing -Acquire Extra Footage from TNF archive if needed -Music Composing -Screening test in mid March -
Reedit
Apr 2017 -Launch of the Campaign -
May 2017 -Conduct focus group to test the perception of advertising message, make revision if needed -Conduct focus group to test brand perception -conduct
sales analysis -Increase the ads related to night time scenery of Hong Kong, to align with the night time photography workshop
Jun 2017 -Increase the ads related to appreciation and protection of nature (ads with element like kids, insect, in order to align with tree climbing activities)
Jul 2017 -Increase the ads exposure in online media to target younger generation who is on summer holiday -ads with the theme related to water activities
Aug 2017 -Continuation and review of the summer holiday advertising effort
Sep 2017 -Ads about the co-existence of natural environment and city development in Hong Kong
Oct 2017 -Increase ads related to protecting the trail to cater for the hiking season and country park cleaning activities (e.g. “Naturally Green, PFC free jacket”)
Nov 2017 -Increase magnitude in advertising for winter season -Increase ads related to TNF 100km trail running race (e.g. ads about local famous runner running in
HK trail)
Dec 2017 -Final boost of the ads with the overseas travel theme (can use archive footage of other countries which is owned by TNF), to cater for sales opportunity of
the Christmas and New Year holiday period
Jan 2018 -Conduct focus group to test the overall change in brand perception -conduct sales analysis -Final review

14. Budget Allocation
Item Cost (HKD)
Production of Video and Photos 5,000,000
Facebook ads 300,000
Youtube ads 500,000
Google Adwords 300,000
Ads on popular hiking and outdoor activities website/ Blog 300,000
Outdoor Ads 1,000,000
Print Ads (Newspaper & Megazine) 1,000,000
Focus Group/ Measuring KPI 700,000
Production of POSM 100,000
Contingency for any advertising opportunity/ crisis (e.g. new social hot topics,
attack from environmental concern group, advertising campaign by competitior)
500,000
TOTAL: 9,700,000
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