Cape Union Mart was losing market share on it’s biggest selling range of jackets, The K-Way Jacket, and the problem was that people were buying cheap knock offs thinking that it would provide the same support. K-Way jackets are technically designed to withstand extreme weather conditions, but people wouldn’t exactly know that by trying it on in a store fitting room. So we decided to take the fitting room outdoors, and place it in the Matroosberg mountains, the coldest place in South Africa, where it reaches temperatures of -15 degrees, and give our customers the chance to fit the jacket on in real time.

Using programatic targeting we were able to interject buying behaviour online, and give the customer the opportunity to try on our jacket instead.

PR | OUTDOOR | DIGITAL