Columbia Launches The Biggest Marketing Activity In The World

Lately,

Brand Columbia has launched the world's largest marketing activities in the past 77 years, including television advertising, print media, social networking, digital, outdoor,

Cooperation and so on.

But the core of the Idea is very small -- it is just a visual symbol, and it is a seal with Tested Tough.

The logo is inspired by the founder and chairman of Columbia, the 91 year old Gert Boyle, who herself appeared in advertisements.

Previous one

In the advertisement, Gert had her son Tim Boyle (Columbia's Global CEO) suffering from harsh outdoor environment in her own product, proving that Columbia's clothes are very tough.

This time, the person who plays the role of the tester is the Columbia employee. For example, in an advertisement, two employees were trapped in a crane in the air in the snowstorm day. Ms. Gert looked up and sent a pizza to both of them, and then quietly left (not to save them at all).

At the end of the advertisement, the stamp of Tested Tough will appear to show that the product has been tested by the real ice and snow.

Stuart Redsun, director of marketing at Columbia, said in a media interview that the amendment of the marketing strategy stems from a problem we have always had: no unified brand voice.

"The theme of advertising is changing every year. Every time we talk about the technological content of the new season's products, what waterproofing technologies are used, and so on, consumers can only learn these contents over and over again, but we can't remember our brand itself."

He believes that Tested Tough is a relatively easy to understand and remember the core of the brand.

Social interaction is also an important part of the campaign. They selected two brave men from 3000 applicants, and participated in ABC's reality show "Jimmy Kimmel Live" in October 12th for six months.

There is no doubt that the stamp of Tested Tough will accompany all users to produce and upload content. This idea is quite smart, like an outdoor dress certification. After all, Columbia brands can maintain a high price, so we must emphasize the strength of the product itself.