Helly Hansen has launched a campaign to promote its ‘alive’ message for markets including the UK, US, Canada, Sweden, and Norway.
Helly Hansen has launched its inaugural digital-first campaign promoting its new ‘alive’ message to drive brand awareness and affinity amongst skiers. The integrated creative and media strategy was developed collaboratively between Grey and Maxus, and will run across the UK, US, Canadian, Swedish, and Norwegian markets.
The campaign uses a contextually-driven approach to leverage programmatic to its full strategic and creative potential. The activity targets ski enthusiasts during six crucial ‘media moments’ of the customer journey, from inspiration and research all the way through to product purchase.
These moments, identified by Maxus, allowed both agencies to create executions which are meaningful and relevant to the audience. The films bring to life how the brand makes professional grade gear, and showcases Helly Hansen clothing being worn by professionals and enthusiasts in their winter pursuits.
The video content will be served programmatically, while hosted on the group’s website. The activity will be supported by digital display in the UK, Canada, Sweden, Norway, and US, alongside a cinema campaign in Norway. The push is now live and runs until January 2017.
“The campaign is driven by moments uncovered through our consumer research, helping us to not only punch above our weight in key markets such as Norway and Sweden, but also boost brand awareness throughout the UK, the US and Canada,” said Joumana Løvstad, Director of Brand Marketing at Helly Hansen.
Maxus was awarded the company’s media account in 2016.