OutDry Extreme Campaign: Waterproof Jacket Innovation Unleashed

1. Entry Details NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

2. Entry Video • Helen To (杜如風)’s Facebook live stream video (Part 1) • Helen To (杜如風)’s Facebook live stream video (Part 2) • Linrixi (林日曦)’s Facebook live stream video • Campaign video

3. (10%) Max. 1 slide • A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors Challenge • Campaign period: 1-10/6/2016 • Product: Newly launched OutDry Extreme jacket series, with top waterproofand- breathable technology incomparable to its counterparts • Target audience: 20-45 y/o consumers, travel lovers, of high use of internet • Budget: HK$550,000Key competitors: The North Face, Patagonia etc.

4. (30%) Max. 2 slides – slide 1 A clear rationale of why you chose this PR approach. The core insight on which you focusedyour strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful.Mandatory information: Core strategy, campaign concept and creative rationale. Strategy • Core strategy • Create a localized promotional campaign • Establish a strong linkage between “raining” and “waterproof jackets” • Convert technological concept into simple key messages and present in a direct story • Ride on trend icon to leverage the attractiveness of the design • Utilize social media tools to spread the message and make tit the talk of the town • Draw free media coverage • Key messages • 1st level: OutDry Extreme jackets is 100% waterproof (Zero water leakage 滴水不漏) • 2nd level: Best to wear for unexpected weather • 3rd level: More convenient than umbrella • Campaign concept • MINI REALITY SHOW: ARTIFICIAL RAINCLOUD TEST OF COLUMBIA OUTDRY EXTREME • Produce an original raincloud installation which follow a person and “rain” on him/her • The tester (Influencer) wears Columbia OutDry Extreme to suffer this get-wet test, and shows he/she is totally dry inside in the end • The test is live-streamed on the influencer’s Facebook page and recorded into viral video

5. (30%) Max. 2 slides – slide 2 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful.Mandatory information: Core strategy, campaign concept and creative rationale. Strategy • Creative rationale • 1) Mobile RAINCLOUD installation carried by a man – RAINING MAN : • It is a fantasy that only appears in cartoons. Making it come true brings surprise factor to catch audience’s attention and discussion. It creates comedy elements when it is carried by a man, and gets ONLY the person beneath the cloud wet whenever he/she goes, while other people are dry in a sunny day. Best to strengthen the unwanted experience of unexpected RAINING. • 2) REALITY SHOW: • To highlight the amazing FUNCTIONS (100% waterproof) of OutDry Extreme, nothing is better than a TEST (This also syncs with Columbia’s global branding concept – “Tested Tough”). “Wearing OutDry Extreme under the raining cloud and remaining utterly dry inside” is a simple and direct test for this. • Famous stars are invited to be the testers, to leverage the credibility of the test. • The whole process is on live on Facebook, no editing and cheat is allowed. This proves the validity of the test and Columbia’s confidence to the product. • 3) THE SCRIPT: • The context for the test is crucial to bring out key messages, esp. only one take is allowed for the live test. We arranged the scenes to be “hiking” and “travelling” to highlight the outdoor nature of product. Helen’s designed to hail a taxi in front of Columbia shop to increase brand elements. Dialogues needs to be designed to bring out the key messages.

6. (30%) Max. 2 slides – slide 1 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • Choices of Celeb Testers • Both celeb testers can cover our target audience, fit into image, achieve high viral power, guarantee interesting content of the live test and raise the popularity of the product • Tactics, use of media & their roles • 1/6 (Wed) • Pre-announcement of live stream on Columbia and celeb’s Facebook • [Roles: Created expectation of audience to wait for the live stream] • (Cont’d next slide)

7. (30%) Max. 2 slides – slide 2 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • 2/6 (Thu) Raining Man day • i. Linrixi’s raincloud test FB live stream: Hiking (Columbia’s outdoor nature) • ii. Helen’s raincloud test FB live stream: Going to the airport from Causeway Bay (Travel theme) • [Roles: Main part of the campaign. Achieve reality show purpose. Unprecedented raincloud activation, idols’ participation in the test, witness of the immediate test result, interesting dialogues and reactions of the celeb drew enormous views and engagement. • Dialogues highlighted key messages e.g. waterproof, breathable, better than umbrella. • Tagged & mentioned Columbia & OutDry Extreme to raise public awareness at online level. Helen’s part also serves as a flash mob roadshow to draw pedestrians’ attention] • iii. Media session at Columbia shop (Local news, entertainment, supplement, travel & fashion media). Helen demonstrated the test and did interviews • [Roles: Extend the happenings to media and offline level. Earned free exposure] • iv. Arrangement of more travel KOLs to experience the OutDry Extreme raincloud test • 3/6 (Fri) Release of media coverage [Roles: Extend the timeline of campaign exposure] • 4-5/6 (Sat -Sun) Scheduled raincloud test video post by travel KOLsandmedia on FB page • [Roles: Extend the timeline of campaign exposure. Expand the audience group. Draw awareness to Columbia & product at online level] • 8-10/6 (Wed) Launch of campaign recap video. Shared by key Facebook pages by sponsorship • [Roles: To cover audience who missed the live stream. Video and the posts include the e-shop link for purchase of the products]

8. (30%) Max . 2 slides – slide 1 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • Total reach & engagement of live stream and recap video (Organic) • Reach: 2.16M Views: 925k Engagement: 55k • Quality of comments • 90% of comments are positive and show interest or surprise to the campaign. Apart from commenting on the celeb, many commented on the mechanism of the raincloud activation and the model carrying it. • 30% mentioned or inquired about the product. Many said the celeb looked nice in the jacket, and were amazed by the waterproof functions. • Successfully built up strong impression of product in celeb’ and fans’ mind • The fans of Helen and Linrixi spontaneously mentioned OutDry Extreme in comments under the posts unrelated to the campaign. This showed the strong impression and curiosity of the product built by the campaign. • In Helen’s random live chat on 8/6, a fans asked if the jacket really effective (20'15“) and another asked if the jacket expensive (46'30- Under Linrixi’s • Under Linrixi’s random post complaining the rainy weather on 11/6, some fans suggested him to wear OutDry Extreme, and this comment gained hundreds of likes.

9. (30%) Max . 2 slides – slide 2 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • Media coverage • No. of pieces of media coverage: 84 • Total equivalent advertising value of the media coverage: HK$5,680,000 • Notable changes to the stakeholders’ behaviour •  Raise in consumers’ enquires at shop about OutDry Extreme •  Raise in sales of OutDry Extreme •  Raise in eshop no. of visit • Qualities for a PR award •  Unprecedented creative idea: HK’s first mobile raincloud installation. Bring fantasy into reality. •  Boldness to carry out a reality test in front of thousands of audience •  Achievement to establish a localized, simplified and vivid impression of the advantages of a waterproof jacket to consumers who rarely use waterproof jackets to replace umbrellas •  Wise use of ePR&social media, esp. live stream to realize and strengthen the “test” elements •  Success to create awareness to the brand, product and waterproof series on social media level •  Effectiveness to convert awareness to sales (e-shop & offline) with a low marketing budget

10. Supporting Visuals Max. 2 slides – slide 1 (optional)

11. Supporting Visuals Max. 2 slides – slide 2 (optional)