Cannes Lions
KARANA INSTANT TENT
THE LEO BURNETT GROUP THAILAND, Bangkok / OUTDOOR INNOVATION CO. / 2014
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Overview
Entries
Credits
OVERVIEW
Description
KARANA would like to change consumer attitudes about the difficulties of setting up a tent by showing them that it is not as complicated as they thought.
Execution
We demonstrate the core benefits of the product, showing that it is easy to as open as an umbrella.
Outcome
Sales of KARANA tents increased to 16% and also the number of campers is increasing.
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