Poler Outdoor Stuff is a fresh face in the crowded outerwear category. Patagonia and The North Face are for people who are rugged and into extreme adventure. But what about the people who enjoy the outdoors and work a 9-5? And just want something that they can wear to the bar?
how we got smart
Competitive Analysis | Interviews | Social Listening
the Challenge
Poler stands out with their quirky style but with only two brick-and-mortar stores, a small online presence and almost zero advertising, the brand's story and point-of-view hasn't been made known to the masses.
We need to make their voice heard so more people to come to us.
What we learned
The outerwear that we buy rarely gets used in extreme conditions because most of us actually prefer relaxing outdoor activities.
For a lot of us, the best part of a camping trip is hanging around the campfire. Not the hike.
Strategy
It's not about getting there, but about being there.
Creative concept
The chillest outerwear around.
Initial Rollout
The Book of Chill
The Book of Chill will be given to customers who visit our flagship stores and will also be included with online orders and in-store purchases.
It is The Chilluminati's most sacred text, expressing our core beliefs and values.
- It will contain a URL that leads to The Chilluminati microsite.
Tear-Out Vinyl Records
To expand reach beyond people that are already coming to us, tear-out vinyl records will be placed in select magazines.
Records will be ambient nature sounds and reveal The Chilluminati microsite's URL when played until the end.
Initiation Package
People who accept our offer will receive:
+ The Book of Chill
+ Limited Edition Chilluminati beanie
+ Numbered membership tag
Experiential
Urban Camping
Pop-up campsites will appear in NYC and other select cities - focusing on places where outdoor activities aren't easily accessible.
Reinforces our belief that you don't have to be an extreme adventurer to enjoy the outdoors.
Provides an opportunity for people to interact with Poler products.
Opportunity to earn media.
Social Media
Our campaign personality, Mel O'Dought, will host a series of hypnosis videos to declare our brand values.
Campaign Tagline
Why this works
Takes advantage of white space in the outerwear market by declaring a message that no other brand has
Gives Poler a clear and decisive point of view through experiences and traditional means