Online Media: Branding: Butler, Shine, Stern and Partners, Columbia Sportswear, Wim Hof / Omni-Heat Electric

• by admin , December 28, 2012

Columbia Sportswear needed consumers to see their brand as innovative and the launch of their Omni-Heat Electric outwear provided the perfect opportunity to set them apart from the competition. The campaign featured a series of mini documentaries with Wim Hof, a man who claims to control his body temperature with his mind. He was the “anti-spokesman” who never gets cold; contrasting with everyone else who would need Columbia’s Omni-Heat Electronic outerwear to provide instant warmth at the touch of a button. Over 10 weeks the campaign had 4.6MM social (non pre-roll) video views and saw a 78% higher video completion rate than the industry standard.