Kampgrounds of America
Unveiling the Great Roadside Mystery
If you’ve ever road-tripped across North America, you’ve seen it. That bright yellow KOA sign. The problem? Although brand recognition tested through the roof, the majority of people had no idea what actually goes on at the campgrounds behind that sign. Our Objective: Help KOA use their famed yellow icon to change the perception of camping from an activity that required “roughing it” to an experience welcoming anyone who simply loves the great outdoors.
What’s Behind the Yellow Sign?
Our campaign took a unique approach to media by targeting creative executions to specific day parts and used sensory experiences to stir up visceral, emotional feelings among viewers.
From the Mouths of Campers
In social videos, campers shared how KOA provides them so much more than just a campground.
Behind the Yellow Sign, Online
A range of rich digital and social experiences kept campers entertained and informed, and kept KOA top-of-mind.
The Results
KOA increased bookings every year since we began working together, breaking their historical reservations record, year after year — increasing sales 54% in six years. The work was also recognized at the NY Festivals AME Awards and featured in The New York Times.
