'Why Stop' campaign exhorts the Woodlander to explore more

Woodland one of the adventure lifestyle brand has spent over two decades inspiring outdoor exploration in every way, shape and form. In 2013, Woodland has launched a new Ad campaign for Summer 2013 to further build on the core brand proposition by taking the idea of ‘adventure’ and infusing it with a new potency and relevance. 

The new ad campaign 'Why Stop?' is built around the central idea of endless adventure and focuses on a way of life that lives for the next challenge, the next obstacle and the next rush --- the message is ‘Regardless of what nature throws at you- adventure never, ever stops’.  The idea of this campaign is to encourage Woodland’s customers to step out of their comfort zone this summer to give the idea of ‘adventure’ a larger meaning by moving it from being just something you ‘do’ to ‘being the way you live your life.’  

Adgully caught up with Amol Dhillon, Vice President-Strategy & Planning, Woodland to know more about the new campaign which represents the spirit of every Woodlander by reflecting the inexhaustible passion for adventure and appetite for adrenaline.

The campaign was first unveiled in the newspapers and will be going on-air on approximately 6-8 channels (primarily catering to youth) by the start of next week.  The brand will also use this campaign for BTL placements starting this month as well as across digital platforms.

Speaking about the campaign he said, “Why Stop?’ is all about the spirit to explore and create a richer outdoor experience by celebrating the benefits of exploration. The campaign is built around the central idea of endless adventure and focuses on a way of life that lives for the next challenge, the next obstacle and the next rush. It represents the spirit of every Woodlander by reflecting the inexhaustible passion for adventure and appetite for adrenaline…'Explore More'.”

He says, “The concept is to unplug, get outside and connect with the greater outdoors with the “Why Stop?” campaign.”

When asked how the entire idea came up, Dhillon said, “At Woodland, our goal is to inspire more people to push their personal limits in the outdoors, and we know they would need the highest quality shoes, apparel and gear to do that.”

Adding further he said, “The focus is always to develop our products and technology to solve the problems they face in the outdoors, whether it is managing extreme temperatures, minimizing weight, or creating solutions which help push those limits. Our elite ambassadors are putting our product to the test on expeditions in some of the world's harshest environments, so we know our customers can rely on it under any circumstances. It’s an opportunity for us to tell stories and inspire a global movement of outdoor exploration while giving the idea of ‘adventure’ and ‘explore more’ a larger meaning.”

The brief for the new campaign was to take an innovative approach to communicate the brand mantra of “explore more”, and engage people to take up more adventure, build more excitement and fearlessness in outdoor/action/performance sports “To dare to love adventure sports, whatever that sport may be- WHY STOP”. To elevate the experience on screen to let people get out and explore.

Dhillon says, “We wanted to capture the spirit of every Woodlander by reflecting the inexhaustible passion for adventure and appetite for adrenaline that underlines our iconic exhortation to ‘Explore More’. Additionally, we needed to further build on our core brand proposition by taking the idea of ‘adventure’ and infusing it with a new potency and relevance.”

The company built, and continues to build, its brand through a 360 degree integrated approach utilizing advertising, marketing and public relations to connect with its target audience. 

Woodland has an extensive marketing ecosystem. He says, “Through our website, store, store windows, social media presence, traditional media advertising and engaging consumers through online media, viral marketing, adventure sports marketing, event sponsorships, print/TV/online advertising, in store marketing, packaging and POS production we are able to reach our audience and tell the right kind of stories which leaves an impression in the minds of the consumer and a desire to act.” 

Dhillon further informed that the company will undertake ATL and BTL activities to increase retention among consumers. The multi-channel campaign will include all new ‘WHY STOP?’ advertisements which will appear in national press, national supplements, specialist press, online and outdoor media.

As part of the BTL activities, Woodland has associated with Extreme Invasion as the ‘Adventure Gear Partner' under the ‘Why Stop?' campaign. Extreme invasion will see the showcasing of three extreme sports - bicycle motocross, inline skates, and skateboarding with professional and amateur performances. Training and youth interactions with the professionals will also be a prominent feature of the activities.

The print campaign complements the exciting new TV advert which is aired on youth channels over a 8 week period from 20th May 2013 including; MTV, Channel V, Star World, National Geographic and many more.  It will simultaneously be running on screens across 106 key Cinema Halls. 

“Social networking platforms especially Facebook has been very effective way for us to engage and create a sense of community with our customers. Like-minded adventure enthusiasts share their experiences and a chain of interaction starts. It’s a two way process and helps us get better insights into our consumer. The campaign also promoted through various digital platforms like Twitter, YouTube, LinkedIn groups Pinterest and blogs on our website as wellexploremore.pro to enable adventure seekers to connect with brand,” said Dhillon.

The campaign features adventurous and outdoor settings that were shot in and around Los Angeles, USA. From dirt trails for biking, rocky canyons for rappelling and isolated beaches for surfing -- different environments and terrains were utilized for the shoot.