We built a special arctic set where customers could experience both North Pole cold snap and the brand products. In October 2013 when there was still a limit in possibilities for such idea, we introduced a mundane-looking North Face pop-up store where numerous Seoul citizens could experience the arctic weather while trying on the North Face down jacket in a surprising way. We provided an opportunity where everyone could test the utility of North Face products in the cold weather through fun and exciting activities.

Calls of requests to participate in this campaign poured in after the campaign was launched, as well as numerous positive reviews on YouTube noting the creativity of the ad and jealousy towards the people who actually participated in the campaign. Post survey revealed that evaluation of consumers on this campaign was the highest ever and Brand Mindshare Index itself has risen from 54.5 to 57.0 ranking at No.1. Furthermore, the campaign helped the brand retain its revenue as number 1 in the market in Korea with double digit growth.