Objective:

• To increase consideration of the Timberland brand, “active explorers” were targeted in this campaign that connects Timberland to the outdoors in a fresh, new way. Magazines were used to provide a compatible and credible environment for Timberland’s message that being “out” is better than being “in.”

Target Audience:

• “Active Explorers:” Adult, 18 – 34 (primarily men) with a strong need for daily physical activity, preferably outdoors.

How Magazines Were Used:

• Magazines allowed us to effectively and efficiently target “Active Explorers” in environments that evoked philosophical agreement with the notion that “out” is better than “in”. We concentrated the messages in vehicles that celebrate the outdoors or outdoor activities, capturing our target when they are “planning and dreaming” of being outside, in the fresh air, free from “in”.

Results:

• 2003 MPA Kelly Finalist

Industry Awards:

Other Recognition:

Comments: