Outbound
Advertising Campaign
Insight Problem
Outbound, a Canadian outdoor gear company established in 1969 and marketed and distributed under Canadian Tire, is currently undertaking a new campaign aimed at appealing to a younger demographic. The intention behind this initiative is to infuse the brand with a sense of relatability and personability to alter its positioning in the market. The overarching goal is to transform Outbound into a favoured choice renowned for its cost-effectiveness and durability when it comes to outdoor gear and equipment, thereby achieving heightened brand awareness.
Solving
The upcoming campaign is set to leverage the powerful psychological concept of FOMO (fear of missing out), strategically focusing on compelling imagery showcasing a diverse array of outdoor pursuits enjoyed amidst the company of friends and families. The primary objective underlying this initiative is to incite and inspire individuals to embrace the great outdoors with the unshakeable confidence that they can readily access exceptional and budget-friendly equipment from Outbound.
Magazine ads
Magazine ads target specific markets like outdoor enthusiasts. We aim to partner with Outdoor and Backpacker Magazine to boost brand awareness for Outbound.
Transit ads
Transit advertising is ideal for an outdoor equipment brand because it's outdoors, increases visibility, and boosts brand awareness. It also encourages action and engagement while reaching our target market and a wider audience.
Social Media ads
Social media fosters rapid communication. Brands advertise on platforms like Facebook, Instagram, and X to raise awareness, build loyalty, and engage with audiences. Instagram, popular with young adults aged 20–35, can boost brand visibility, loyalty, and engagement.
