Columbia Connect
Strategist & Designer: Sophie Hawkins | Strategist & Art Director: Kemper Flood
Media Planner: Sam Costello | Account Manager: Ethan Meyers
QUESTION
How can we get Columbia to draw in female clientele specifically those who are “Dynamically Active?”
WHO
A female dynamic active, age 18-25, known as the “Social Adventurer.” Someone who is dynamically active, but her active nature is a mindset. She loves to connect with nature and with people, and needs the proper gear to do it
WHAT THEY THINK
Columbia is a trustworthy and family-oriented brand that caters to the older generation as that’s the generation that defined Columbia’s golden years. It isn’t as flashy and stylish as other competitors and is viewed as too narrow compared to other outdoor brands that are viewed as more versatile across seasons than Columbia is.
HOW WE CONVINCE
Columbia is the touchstone of any experience.
HOW THEY BELIEVE
Columbia’s rich history surrounding their founder Gert Boyle. Boyle was known for the importance of moving forward and not living life with regrets.
HOW WE DO IT
“Don’t get hung up on ‘should’ve’—yesterday’s never gonna come around again, so get on with it.” - Gert Boyle
Urging our audience to “Get On With It” inspired by Boyle’s passionate notion of thinking future forward. Introducing Columbia Connect, an event app allowing our audience to “Get On With It” with Columbia, playing to both their social and active nature, taking the brand with them through every experience.
