Cannes Lions

The North Face Summit Clubhouse

THE NORTH FACE, Shanghai / THE NORTH FACE / 2024

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Overview

Entries

Credits

OVERVIEW

Background

While being outspent by key competitors like Arc’teryx, Descente, Pantagonia and local brands for attention, The North Face required a profound statement to establish its Outdoor leadership, brand authenticity and product innovation. To create significant top-of-mind awareness and relevancy quickly, The North Face needed to tell our story of outdoor leadership with authentic experiences in a powerful and intentional manner, and define the company as the undisputed brand leader in the outdoor category.

Brief: Reach for the Summit!

Go further, climb higher, stay longer and Never Stop Exploring the outdoors with The North Face. Brand heritage, authenticity, product innovation and expedition-proven real storytelling.

Objectives:

Define The North Face as the undisputed #1 Outdoor Brand by engaging, equiping and inspiring consumers to embrace the "Never Stop Exploring" brand mission. Increase awareness, buzz, membership, advocacy and, ultimately increase sales for The North Face and its Summit Series performance apparel and gear.

Idea

Creation - Summit Club House

Design and build The World’s first North Face Summit Clubhouse to demonstrate the brand’s 60 years of heritage, product innovation and globally iconic athletes’ stories & expeditions. Not a stunt, not a store but a living, breathing North Face Immersion center... complete with an interactive Half Dome, product demos, athlete stories and a journey to the top of Everest.

Connection - Events

Activate the Summit Clubhouse as the Shanghai outdoor community hub with over 25 events designed to inspire exploration for consumers with The North Face as a guide and trusted outdoor expert.

Amplification -- The Yellow Himalayan Suit Man

Amplify The Summit Club House mission across China with the North Face’s iconic yellow Himalayan Suit, an unmistakable symbol of the brands epic performance credentials. Deploy street teams to connect the Summit Club House throughout China behind one mission to Never Stop Exploring everywhere outdoors.

Strategy

Summit Club House Performance Metrics

Earned Impressions: 1.4+ billion

Organic Engagement: 2.8+ million

The North Face Brand Social Buzz YOY +62%

The North Face Summit Social Buzz YOY +110%

The North Face Brand Search Index SOV +29%

New XPLR Loyalty Program Members +2.1M (exceeding target of 1.5M)

Summit Club House Visitors 110,000

Street teams spread message directly to over 100,000 consumers in 12 cities.

Business Bottomline Performance

The North Face Overall Sales YOY +47%

Summit Series Overall Sales YOY +79%

Total North Face FY23/24 Revenue YOY +31%

#1 Market Share in Outdoor Category

Execution

The Summit Club House launched 9/22/2023 for a 6-month run in Shanghai. Open everyday, a living, breathing brand immersion and community exploration center.

First Floor

Total North Face immersion, including massive interactive Half Dome, basecamp duffle packing exhibit, North Face athlete meet/greet video board and app, product innovation timeline display, chairlift and finally a journey to the top of Everest. Complete with a 360 view experiencing temperatures -30 C in our custom cold room, dressed in a real Himalayan Summit Series Suit.

Second Floor

Vibrant community hub hosting over 25 events, with global iconic athletes (e.g. Alex Honnold, Tom Wallisch, Nina Williams) leading community sharing, connection and engagement... all live-streamed throughout China.

Street Takeover Teams Outside Club House Location

- Total of 12 Cities, 19 Events Across China

- Reaching over 100,000 Consumers in Malls and Events

- CTA of joining XPLR loyalty program with QR Code