The primary goal for Spitz and Beat the Elements was to create a positive feeling around Haglöfs as a brand and to clearly communicate the idea that if you have the right clothes, you can be outdoors no matter what the weather. Delivering high quality targeted views we could expand their audience while raising brand awareness and increased sales.
Both campaigns aimed to reach an audience with an interest in the outdoors. We were also challenged to find a new audience that might not yet have explored the outdoors much, or who could be interested in functional weatherproof garments.
We developed a bespoke technology that allowed us to target Haglöfs’ audience based on the viewer’s current or forecasted weather conditions. The more powerful the wind strength, the more exposure to the target audience.