Saturday, 21 March 2015


Creative studio  Perfect Fools have devised an innovative global campaign that sees lovers of the outdoors able to claim clothing and goods simply by going out into the wilderness at the magic hour before sunrise and sunset...with their mobile phones.

The thing about this campaign is that some of the locations are in the middle of nowhere - eg, the peak of Totthummeln, Sweden, or Chimikeppu Lake, Japan.

Find a rural Magic Hour shop to claim free outdoor clothes

Sunrise and sunset are the inspiration for a digital experiential campaign from outdoor sports brand, Peak Performance.

Virtual pop-up shops in handpicked, inspiring rural locations will open for Magic Hour – just before sunrise and again before sunset – to offer Peak’s Spring Summer collection free to anyone who can find them.

The activity celebrates the uplifting experiences to be had twice a day. Locations – including mountain tops, a golf course and a lighthouse on a small island – were selected for their stunning Magic Hour views.

The campaign is created by Perfect Fools Stockholm and targets cyclists, golfers, ramblers, runners, trekkers and walkers.

The creative agency built, a responsive mobile-first website that displays the shop location, distance to it, opening hours, a collection catalogue and how many items are left to claim.

There is no physical retail experience, it’s a virtual shop that relies on the smartphone GPS to detect when they are at the right location.  On arrival within Magic Hour the pop-up shop is unlocked and clothes can be claimed.  The claimant receives a voucher to be redeemed at Visitors not at the correct location or outside Magic Hour can only preview the clothes.

The activity will be promoted on the Peak Performance website, its social media channels and in-store. Local markets’ PR agencies in Austria, France, Norway, Sweden, Switzerland, Japan and UAE will help create additional awareness.

Philip Arvidson, art director at Perfect Fools, says: “The Magic Hour encourages people to get out of bed early for a morning round of golf or late evening run. Those who make the effort can not only claim great Peak Performance gear but also discover beautiful handpicked locations. What could be a better way to experience the heart and soul of this outdoor brand.”

Robin Salazar, online marketing and ecommerce manager at Peak Performance, says: “The Magic Hour is a beautiful time of day and we want to encourage people to experience that time at fantastic locations. The virtual pop-up shops are an added incentive to experience sunrise or sunset and bridge the physical digital divide.”

The Magic Hour campaign will run from 19 March.


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