TURBO DOWN 2013
Location DUBAI MALL
For the Launch of its latest jacket “Turbodown” an innovative technology,
Columbia wants to show the target audience that the innovation that created this jacket will allow them to have superior outdoor experiences.
“THE COOLER BOX CHALLENGE”
In order to get the consumers to fully experience the technology of the TURBODOWN jacket, we have created a cooler box challenge in Dubai mall. The participants had to get inside the box and find the Columbia’s logo hidden in the snow in few seconds. Inside the cooler box the temperature was about – 10 degree which allowed the participants to fully try the jacket in a harsh environment.
This activation was a tremendous success.
The campaign video had half a million hit in few days and the sales volumes increased drastically.