BRIEF

insight

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Statistics showed us that people in Brit-ain are well over average fond of camping. In fact so much that camping trips are five times as popular then hotels and B&Bs.

We saw a chance to make a celebration of that by arranging an annual ‘national camp week’. And what better way is there to combine celebration and tents than by having Fieldcandy in the lead?

Through this event we want to make Fieldcandy top of mind when people think of sleeping outdoors.

FieldCandy tents are fun. Seriously fun. But they’re serious too. They keep you as dry in the rain and as snug in a gale as any conventional high performance tent. And because they use a good old-fashioned cotton inner tent, you don’t get the condensation that comes as standard with most modern tents.

They want to turn heads and create a campaign that gets people talking about FieldCandy around the world. Ultimately, they are looking to increase sales, but understand that a brand-level campaign, activity or idea can do this.

They want a high-exposure, low-cost original campaign that demonstrates their approach to camping. Whether it’s viral, guerilla, social, or outdoor activity, they want an original idea that will really get the world talking.

They also want to create content that can be delivered through social media

channels (Twitter, Facebook, Pinterest). For example: a stunt in one specific location that would need to have enough impact to be shared around the world online. They aren’t interested in pursuing traditional media channels such as TV/print/online banners.

They like the thought of ‘advertising without advertising’. They think it’s important to remember their tents are the idea. They should be the focus of the campaign, not a new unnecessary headline or any new product ideas. They believe there is rich territory in showing how our products can be used.

Target audienceGlobal.ABC1s25 – 50 y/o.High-disposable income.Cash rich, time poor.

F IELDCANDY

dm & park stunt

OUT CAMPING

Fieldcandy want to get Britain camping!

For more information on National Camping Week - Like us on Facebook and Instagram.

Log on to facebook.com/outstandingtents and hashtag #fieldcandy on Instagram.

A DM will be hung on front doors all around the city to encourage people to take part in the National Camping Week.

A park will be filled with Fieldcandy tents to promote NCW, and to enable people to take part in the joy of camping.

FACEBOOK & INSTAGRAM

The Fieldcandy Park Camping

Make your own Songify camping song!

In honor of the international camping week we dediced that we wanted to do something fun for some kids and their parents outside their workplace. So we lled the park with tents. Remember to go camping this week!

Make your own song by getting the Songify app (don’t worry, it’s free!) and share it with us!

If you do you can win a Fieldcandy tent that you can use for your camping trip on the international camping day!

The camping in the park will be recorded to promote the NCW in social media.

Hashtag #fieldcandy on Instagram whilst out camp-ing. Record your own camping-song and upload it to our Facebook page. The best picture and song will win a Fieldcandy tent!

ambient

The O2 (or another venue) will be lit up by big projectors so the building is covered in a Fieldcandy design. This will also be recorded and uploaded to YouTube and Facebook