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Cabela's
Camp Cabela's - Disconnect Day

RAN IN: United States

CLIENT
Cabela's

Scott Williams, Executive Vice President and Chief Commercial Officer
Christine Wamsley, Director of Category Marketing
Phil Francone, Sr. Director of Merchandising
Brandon Beck, Brand Manager
Scott Wanetka, Director of New Market Development

AGENCY
Ogilvy & Mather *Lead Agency

Kristin Paulus, Executive Group Director
Ron Larson, Senior Copywriter
Bill Davaris, Executive Creative Director
Andrew Ladden, Managing Director, ECD
Brett Jones, Management Supervisor


Stableford Studios


Black Powder Works


SUMMARY

Cabelas sought to help people unplug from their digital lives with a campaign called, Disconnect Day. At its heart was a pledge to Disconnect for a Day. We asked people to, unplug it, power it off and shut it down, in order to look up and look around. The aim was to create a movement of Disconnectors. All communications drove to a site where people could pledge and share their outdoor experiences. People listened - they pulled their head out of their apps and went outside!

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Cinema, Consumer Involvement/User Generated, Direct, Events, Interactive/Online, Point of Care, PR, Print, Product Design, Retail Experience, Social Media, Sponsorships, TV

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English