In order to launch Kathmandu’s summer campaign and elevate the Australian brand’s presence in the competitive UK outdoor retail climate, we decided to celebrate the great British outdoors whatever the weather! We signed up renowned wildlife campaigner and BBC Springwatch presenter Chris Packham to front the #GOTTOBEOUTTHERE campaign to motivate Brits to enjoy being outside. It consisted of the story of 10 people who thrive on outdoor activity.
We tactfully chose to go live on the Summer Solstice on 21st June where a study we commissioned revealed that one in 14 UK adults will not see any daylight on the longest day of the year.
Multiple video clips and social media cuts were posted throughout the summer and started conversations with Kathmandu’s target audience. Campaign messages were amplified on TV, radio and digital media generating national media coverage encouraging Brits to go outside and enjoy their local wildlife.