Who: Altitude Sports (in-house creative) with Média Secours.
What: A new ad campaign supporting the online outdoor retailer’s new same-day delivery offering. Customers in Montreal who order by 1 p.m. get same-day delivery, with next-day delivery arriving in Toronto this fall, likely October.
When & Where: The new service was launched Sept. 1, with an ad campaign running for four to six weeks, focused on digital/social video and outdoor.
Why: “We believe that same-day and next-day shipping is the future of ecommerce,” said Louis-Dominic Parizeau, vice-president of marketing for Altitude.
The convenience of fast shipping is important in the outdoor industry, he said. “We see real use cases like last-minute weekend adventures, or [if] you are going on a camping trip and you are missing a headlamp, you can get it today,” he said.
Altitude Sports surveyed 10,000 customers about ecommerce. Of eight different aspects, shipping was the second most important (behind product information) and shipping was identified as the biggest strength of Altitude Sports. “We wanted to play on our strength and be even better and that is why we pushed it,” said Parizeau.
The COVID effect: This was planned before COVID, but become more relevant once the pandemic hit, leading the company to fast-track the rollout. “You don’t necessarily want to go to the shopping centre.”
How: Almost all aspects of the ad campaign were handled in-house by Altitude’s 25-person marketing team, including much of the digital buy. Média Secours handled the traditional buy.
The creative showcases Altitude’s breadth of product while emphasizing the way same-day shipping can allow for spontaneity: “The freedom to have last minute plans,” is how Parizeau described it. Creative can also be contextualized based on weather: if rain is in the forecast, they’ll push rain gear, while they’ll focus on winter products ahead of the first cold weather day.
Quote: “The big difference for us with this campaign is we’re targeting people that may not be current customer, which is a bit different from what we usually do. There’s a big awareness aspect of the campaign. We think that once you try same-day, you’re going to get hooked.”—Louis-Dominic Parizeau, vice-president of marketing, Altitude Sports