Columbia Sportswear has deployed real-time weather data for its “Go out anyway” campaign to provide personalized DOOH ads. Columbia Sportswear partnered with Rapport agency’s IMPACT team for this innovative campaign.
Pascale Graffman, Columbia Sportswear European marketing director, said the brand believes there’s no such thing as bad weather. “Go Out Anyway perfectly captures through the lens of our leading Omni-Heat Infinity technology. In our data-driven world, we wanted to find an innovative way to utilize the tools at hand to deliver messages that resonate with our customers in a more impactful way. The dynamic DOOH campaign reflects Columbia Sportswear’s commitment to innovation and consumer-centric marketing strategies, providing a tailored experience for our audience.”
The campaign is a charming adventure between the mannequin and the designer who crafts the Columbia apparel. It highlights the brand’s genuine reverence for the outdoors and director Janssen Powers’ inherent connection to natural spaces as a filmmaker.
The ad reflects the unwavering perseverance of Columbia designers, who vigorously test garments to ensure they are fit for challenging weather conditions.
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