Case Study: REI’s "Find Out" Campaign
Executive Summary
In November 2009, outdoor retailer REI launched its first-ever national television advertising campaign. Titled "Find Out," the campaign marked a significant strategic evolution for the consumer co-op. Historically reliant on local, direct-to-consumer print and digital channels, REI leaned into broadcast media to drive brand awareness and engagement for its holiday season. Developed in partnership with creative agency BBDO Atlanta and directed by acclaimed filmmaker Jake Scott, the initiative successfully targeted a broad national audience. The strategy framed outdoor exploration as a necessary personal journey.
Agency : BBDO Atlanta
Director: Jake Scott (RSA Films)
Launch Date: November 30, 2009
Primary Media: Television (Broadcast & National Cable), Online Video, Digital
The Creative Concept
The campaign centered around two highly cinematic commercials filmed on location in the rugged landscapes of British Columbia. Rather than focusing on heavy product placements or commercialized holiday sales pitches, the ads leaned into an emotional hook: challenging viewers to step out of their comfort zones and discover what the outdoors—and they themselves—were truly capable of. Director Jake Scott, an avid rock-climbing enthusiast and son of filmmaker Ridley Scott, utilized cinematic visual storytelling to emphasize authenticity and raw natural environments.
Implementation & Media Mix
Managed by media buying agency OMD Chicago, the campaign was executed across a heavily diversified multi-channel ecosystem designed to maximize reach during the competitive holiday season:
Television Distribution: The commercials originally aired across eight major metropolitan markets—including Atlanta, Boston, Chicago, Denver, Portland, San Francisco, Seattle, and Washington D.C.
National Cable Overlays: To capture outdoor enthusiasts and broader demographic segments, the ads were distributed nationally across cable networks like the Discovery Channel, National Geographic, TLC, Travel Channel, and ESPN.
Early Adoption of Online Video: Recognizing the shift toward digital video consumption, REI amplified the spots online via Hulu and the REI YouTube Channel.
Surrounding Co-op Ecosystem: The television push acted as the spearhead for a broader holiday marketing strategy that included targeted radio ads, newspaper print features, in-store signage, direct mail, and tailored e-newsletters.
Business & Brand Impact
The "Find Out" campaign served as a crucial historical precursor to REI's later, highly disruptive purpose-driven marketing eras (such as the famed #OptOutside initiative).
Mass Scale Metrics: The initial television run successfully achieved its target of reaching an estimated 30 million viewers.
Audience Expansion: By entering mainstream broadcast channels, REI successfully cross-pollinated its message beyond its core lifetime co-op members to reach a new wave of casual outdoor consumers.
Strategic Repositioning: The campaign solidified REI’s identity not merely as a gear utility shop, but as an experiential guide that empowers human curiosity and outdoor adventure.
For more details on the original launch, view the official announcement on the REI Newsroom.