GO Outdoors Creative Development

Background

Owned by JD Sports Group, GO Outdoors is the UK’s largest outdoor retail store network. As a predominantly out of town based, and destination retailer, there is a constant need to keep the brand top of mind when it comes to outdoor clothing, equipment and kit.

The Challenge

GO Outdoors requires hard hitting, impactful creative support, that places the brand front and centre in a highly appealing manner and ensures the store is the first retailer UK consumers think of when they come to shop for all things outdoors. We were asked by GO Outdoors to work with them and their creative agency, Driven, to ensure the most impactful creative possible.

Our approach

We ran a dual qual, quant approach, with a combination of f2f focus groups across a variety of target segments. These groups enabled us to gain rich, valuable insight on the performance of individual vignettes, and also design a quantitative study rooted in our proven & validated approach, but with bespoke elements specific to this campaign. Working closely with GO’s lead creative agency, Driven, we augmented this approach with the neuroscience based facial coding, to give truly implicit response analysis.

The outcome

The result was one of the year’s most popular, impactful and effective tv adverts.