LRXD Explores the Great Outdoors with New Kampgrounds of America Campaign
LRXD has created 'What’s Happening Now Behind the Yellow Sign?' an integrated advertising campaign for Kampgrounds of America (KOA) that targets ad creative to specific day parts (morning, afternoon, evening). The ads correspond to camping activities viewers could be experiencing at that time.
“People who love camping and being outdoors will always aspire to be doing the activities these videos show if they’re watching them on a TV or computer, as they’re stuck inside,” explained Andy Dutlinger, Creative Director. “Little things like drinking a cup of coffee are much more impactful and savour-able when camping so we are letting them voyeuristically ‘experience’ them and yearn to be outside.”
The national campaign is composed of 30-second TV and online spots, 60-second online spots, a companion microsite and digital ads that will run during the peak spring and summer months of 2016.
Each execution opens with the teasing phrase, “What’s Happening Now Behind the Yellow Sign?” and a shot of KOA’s classic brandmark. Next, they flash through a series of evocative, sensory vignettes that showcase people of all ages interacting with nature, enjoying outdoor adventures and making memories during family camping trips.
For instance, in the ad airing in the evenings, barbecues, lightning bugs caught in a jar, campfires and marshmallow roasts are shown. Morning focuses on moments such as bare feet touching the crisp grass, bacon sizzling in a cast-iron skillet and waking up to a peaceful lakeside landscape. Sound plays a pivotal role in capturing camping in a bottle and transporting it to living rooms: We hear leaves crumpling underfoot, a chorus of insects chirping and a grill sizzling. You can almost smell the burgers.
The spots direct viewers to the KOA microsite, which delves deeper behind the yellow sign. Visitors can slide a sun icon to explore videos from various day parts or photos of campers throughout the day, or view site sections dedicated to topics such as cabin comfort, RV fun, economical camping tips and trip booking.
“Camping is all about the experience of being outside and enjoying the connection to family and friends,” said KOA’s Chief Franchise Operations Officer Toby O’Rourke. “Camping is extremely sensory based and these ads take the viewer directly into the favorite part of their camping day. Not only do they trigger the senses but evoke memories and spark excitement to camp this summer.”
The campaign’s objective is to increase bookings and awareness by connecting viewers to the visceral, emotional benefits of camping throughout the day while highlighting specific KOA offerings. As the largest North American network of campgrounds, with nearly 500 locations, KOA is the most recognized camping brand. KOAs features range from recreation and pet parks to premium RV sites to deluxe cabins complete with bathrooms and kitchens.
The TV buy will focus on cable stations that attract the brand’s target audience of current and new KOA campers such as CMT, Outdoor Channel, Spike, DIY, Fox Sports 1, Discovery, HGTV, Velocity and AHC. KOA’s target is new and existing campers: Camping Enthusiasts (a 25- to 54-year-old, with family, propensity to camp, owns RV, travels).
The 2016 campaign is an evolution of “What’s Behind the Yellow Sign? — KOA’s successful rebranding effort that LRXD launched in 2014.
Creative Agency: LRXD