In cooperation with Saturday, a London-based creative agency, sportswear label Napapijri has launched its first global marketing campaign under the title of “Our Journey 2012.” In order to attract younger consumers in particular, they developed a 360° campaign, focusing on social media strategies and an online presence including Twitter, Facebook, Tumblr and Instagram. Billboard, print and online advertisements as well as in-store material such as catalogues, postcards and window dressings also make up part of the concept.
For this fall’s advertising campaign, Napapijri will send two globetrotters – Jude and Rob – on a journey to eight cities around Europe starting on September 27. Fans and followers will be able to accompany the guys throughout their two-week trip by watching daily updated “Behind the Scenes” materials and voting for the daily tasks that they must accomplish. Users can also win prizes among the brand’s contests and post personal images of their own travel experiences. Additionally, Napapijri has set up a micro site called “ourjourney2012.com,” which provides continuous news on the two travellers.