REI has launched two commercials in eight cities, marking its first foray into TV advertising. The 30-second commercials, filmed in British Columbia in partnership with BBDO Atlanta, are called “Tree” and “Fine Dining” and are estimated to reach 30 million viewers over the Holiday sales period.
The ads are currently airing throughout the day on highly-rated national shows in Atlanta, Boston, Chicago, Denver, Portland, OR, San Francisco, Seattle, and Washington DC. Additionally, the commercials are being shown on national cable channels, including Discovery, National Geographic, TLC, Planet Green, Travel Channel and ESPN, as well as online at Hulu.com and YouTube.com.
In an interview with The B.O.S.S. Report, REI’s Director of Advertising and Communications Jennifer Beard said TV became more attractive as an advertising medium as the chain has grown to 110 stores across the U.S.
“We saw a really great opportunity to introduce the brand to a broader audience,” said Beard. “We have really strong awareness and reach in our neck of the woods, which is the West Coast. But with 110 stores, we have a strong national presence and a good presence now in the East. We have four stores just in Chicago. So we felt it was time for us to really extend our message in a broader way.”
A 30-second spot, entitled “REI Holiday Mountain View,” shows a mother and daughter munching enthusiastically on peanut butter sandwiches while perched on a crag overlooking a foggy valley. A voiceover says “October 28: Jenny Crooker finds out that even the finest four-star restaurant is no match for one with 4 million stars” as the camera pans upward to a star-studded sky.
The second, entitled “REI Holiday Hikers,” shows a group of hikers waiting out a downpour under a rock outcropping. As the groups chat, a voiceover breaks in with the message: “September 9: Jason Miller finds out if you want to make instant friends, just add water.”
Both ads end with the tagline: “Gear up for the great outdoors at REI. Find Out.” The “Find Out” tagline was initially introduced in Spring 2009.
The ads were designed to inspire an emotional connection to nature, emphasizing quality time with friends and loved ones through approachable activities in picturesque settings. Beard said the creative behind the ads particularly celebrate the unplanned surprises that often come with experiencing the outdoors.
“The guiding light to producing both of these spots was to be true to the outdoor experience and true to how REI inspires people to get them outside,” said Beard. “Being a co-op, we're really a community of folks who love the outdoors and we wanted to convey that in the creative and really respect what it means to be outside. And that's not necessarily the Hollywood version of what it means to be outside.”
It's those authentic outdoor experiences that resonate so deeply with those who are really moved when they are outside,” she continued. “So we wanted to connect with people who love and get outdoors now as well as to rekindle that passion for folks who haven't been there in the last couple of years and say it's time for them to get back out there.”
Tom Vogl, REI vice president of marketing, added in a statement, “Our new ads capture the co-op's love of the outdoors and our desire to share that love with others. We hope viewers find them inviting, fun and authentic, and that they are motivated to spend more time in the outdoors. Whether taking shelter from rain while hiking through an old growth forest or sharing sandwiches at a campsite while being awestruck by the stars above, we want viewers to be inspired to experience nature firsthand.”
Beard said the early feedback from employees and members has been strong.
“They're excited that we're moving into a new medium,” said Beard. “TV is considered to be an older medium but it's really an effective advertising medium and then we've seen just a tremendous response to the creative itself. The ultimate complement is that when people see the creative, they say, 'That's REI!'”
The move into TV advertising is just one element REI is using to expand the way it communicates with customers beyond traditional media. REI’s advertising strategy also includes radio and newspaper advertising, Internet advertising, the company’s electronic newsletter called Gearmail, in-store signage, direct mail, and a strong presence on REI.com. A major effort going forward will be social media. Several new platforms in that medium were launched on its website in October, with more expected in 2010.
A particularly well-received social media effort was a contest launched in early November through a partnership with snowboard vendor, Arbor. Customers were invited to submit snowboard designs to REI's website. One winning design will be picked and featured in Arbor’s 2010/2011 snowboard lineup and sold exclusively at REI. The winning designer will also receive a snowboard featuring their design and a $1,000 REI gift card. Four runners-up winners will each receive a $500 gift card.
Within 24 hours of the launch, over 50 designs were submitted to the site. To date, there are 380 submissions.
“Those are the kind of new marketing things we're doing to really have that great engagement and conversation directly with our membership base,” said Beard. “Given that we're a co-op, we have this tremendous passion and loyalty from our members. They're really excited to get involved with us.”
The director of the spots was Jake Scott of RSA, rock climbing enthusiast and son of noted film director Ridley Scott. OMD Chicago managed the media buying for the campaign.
