How Nature-like Discounts campaign turns a discount into participation
HOSEG’s Nature-like Discounts campaign does not begin with a promo code, a sale banner or another familiar percentage-off message. It begins with a visual habit almost everyone knows: noticing a face in a rock, a mountain or a cloud.
Created with TBWA Peru, the campaign turns that instinct into a digital shopping experience. People chose a landscape from the campaign, took a selfie, and received a discount based on how closely their face matched the natural formation.
The idea is built on pareidolia, the common human tendency to see faces in objects, shapes and landscapes. A rock can look like a person. A mountain can seem to be staring back. A cloud can suddenly have an expression. HOSEG used that familiar reaction as the starting point for a personalized discount mechanic.
A discount that starts with looking closer
Nature-like Discounts builds on HOSEG’s brand platform, “Nature is the new face of our brand.” According to Little Black Book, the brand moved away from traditional models and placed mountains, rocks, lagoons and natural landscapes at the centre of its communication. The campaign then turned that visual idea into a direct e-commerce interaction.
Users selected one of the natural faces featured in the campaign, took a selfie, and received a discount based on the percentage of similarity between their face and the chosen landscape. The more the user looked like nature, the more personal the offer became.
It is a clever mechanic because it keeps the brand idea alive until the moment of purchase. The discount is not just a number. It becomes part of the story. People are not only buying outdoor apparel. They are playing with the landscapes that inspire it.
Why Nature-like Discounts campaign feels natural for HOSEG
For many brands, a face-matching discount could feel like a short-lived gimmick. For HOSEG, it has a stronger reason to exist.
The brand operates in outdoor apparel, so nature is not a decorative background. It is the product’s context, the brand’s world and the source of the campaign’s visual language. By turning mountains, rocks and lagoons into the “faces” of the brand, HOSEG makes nature feel active rather than passive.
The campaign also avoids the usual trap of tech-led promotions. The technology is present, but it does not dominate the idea. Facial comparison is used as a simple bridge between the user and the landscape. The main thought remains human: we have all seen a face where there technically is not one.
That makes the experience easy to understand. No long explanation is needed. The moment you see a rock that looks like a face, the campaign clicks.
From a sale mechanic to a brand experience
The campaign was rolled out across e-commerce, physical stores, out-of-home, social media, print pieces and point-of-sale materials. Each touchpoint invited people to spot faces in the natural world and take part in the experience. Little Black Book reported that the campaign increased web traffic by 333%, grew the average ticket in the digital channel by 162%, raised total sales by 28%, and saw 70% of sales come from e-commerce during the campaign.
Those numbers matter because this was not only a charming creative exercise. It gave people a reason to visit the digital channel, interact with the brand and move closer to purchase.
The campaign also connected back to HOSEG’s stated commitment to the territories that inspire its products. According to the campaign information, part of the profits supported Andean communities that protect the natural environments linked to the materials used in the brand’s garments.
A sharper way to rethink digital promotions
Nature-like Discounts campaign works because it does not behave like a standard sale. It makes the user pause before buying. It adds a moment of discovery. It turns a discount into something earned through participation rather than simply claimed at checkout.
For digital campaigns, that is the useful lesson here. Promotions do not need to be louder to be more effective. They need a reason for people to care. HOSEG and TBWA Peru found that reason in a behaviour people already understand, then tied it back to the brand’s outdoor identity.
The idea is playful, but not random. It uses technology, but does not hide behind it. It sells, but still feels connected to the brand.
In a category where nature is often used as scenery, Nature-like Discounts gives it a role. It becomes the model, the interface and the reward.
Credits
Brand: HOSEG
CEO & Co-founder: Juan Carlos Sznak
COO: Maria Alejandra Santos
Strategic Consultant: Patrick Sznak
Retail leader: Cindy Verde
Designer and Content Creator: Rodrigo Vasquez de Velasco
Agency: TBWA
CEO: Pilar Dufour
VP: Jorge Santibañez
Executive Creative Directors: Fernando Zagales y Juan Mesz
Creative Directors: Mario Neumann y Giancarlo Cárdenas
Art Director: Marco Gallardo
Senior Designer: Miguel Soto
Final Art Chief: Carlos Castillo
Copywriters: Jefferson Porras y Carlos Jesús Márquez
Brand VP: Jimena Gordillo
Account Executives: Ashly Salinas y Karla Collantes
Production Supervisors: Isabella Zolezzi y Olenka Nue
Post-producer: Jorge García
Production: Plan B
CEO: Kurt Gastulo
Supervisor: Milagros Zegarra
Art Director: Manuel Acosta
3D Director: Victor Nakandakari
3D Modeler: Oscar Gomez
Photo retouching: Andres Abad
Media: OMG
CEO: Antonio Miranda
GPO VALLAS PERÚ
General Director: Alonso Rosemberg
Sales Manager: Juan José Lartiga
Agency: Publicom
Sales Director: Claudia Teacher
Sales Executive: Jhomara Soria
Music: Audiocast
Sound Director: Renzo Mena
Sound Design: Alejandro Haro
Executive Producer: Ana Ramos
Production Assistant: Pamela Contreras
Film Makers:
Film Director: Sergio Dinegro
Film Director: Rodrigo Reyna
This campaign is about:
Nature-like Discounts Campaign, HOSEG, TBWA Peru, Digital Campaign, E-commerce Campaign, Outdoor Apparel Campaign, Pareidolia, Peru Advertising, Creative Commerce, Sustainability Campaign, Fashion Marketing, Retail Campaign, Brand Experience, Interactive Campaign, Outdoor Brand Campaign.