Climate change ensures peak performance

Odlo's campaign idea so far has been: "Perceived temperature 20 degrees." The sports underwear is known for its breathable high-tech fabric, which is not only suitable for keeping you warm, but also for keeping you cool. To this end, the in-house product engineers and fashion designers at the number one sports underwear brand are constantly working on new solutions that will impress in demanding competitive sports as well as in active leisure activities all year round. So many new developments also call for new marketing activities.
Despite, or perhaps because of, the enormous potential of the brand and its products, Odlo's goals were realigned in 2007. The plan was to extend the company's lead in the functional underwear segment, focus more strongly on running and outdoor, and specifically expand marketing into the summer months. The creative challenge that the agencies had to solve in the 2007 pitch for the Odlo brand campaign can be described as follows: The development of a communication idea that bridges the gap between a strong penetration of the technical product advantage and the sustainable emotionalization of the brand core.
Under the creative leadership of Daniel Bieri, Heye Zurich ultimately prevailed in a multi-stage pitch. With the campaign idea "Adjust your comfort zone", Heye succeeded in "merging the rational with the emotional benefits of Odlo", as Bieri is pleased to report.

From Zurich into the wide world
Heye Zurich found the creative solution in the modern display of a temperature scale on which the line "Adjust your comfort zone" appears in the cooling or warming area depending on the situation.
In more local advertising German, the claim of the international campaign means: With Odlo, you can determine your own body climate. Even with great effort and adverse conditions, well-being is possible at all times. Thanks to Odlo, sport can be enjoyed without a care in the world. Together with the tagline "Functional sportswear for a perfect body climate", this understanding of the brand is also brought to the point in several visuals.
The scale concept was not only convincing because Heye Zurich presented "a key idea that can be played across all disciplines and all channels", as Marco Hubeli, Head of Marketing & Communication Services at Odlo, is convinced. The new idea is also understood across cultural boundaries by every income and age group. After all, it was important that "Adjust your comfort zone" could be linked to the previous campaign in a comprehensible way.
The previous communication idea of "perceived temperature 20 degrees" will be incorporated into the Odlo brand philosophy of "Passion for Sports", but will be significantly expanded to include the factors of "control" and "individuality". After all, it not only makes strategic but also business sense to build on marketing investments that have already been made.
The "Adjust your comfort zone" campaign is intended to create a clear differentiation from the competition and give the Odlo brand a modern image. To this end, Odlo has also moved away from the previous black and white images. Impressive and emotional landscape photographs are the new look. The challenge for Munich-based sports photographer Andi Frank was to "capture the moment of a sporting highlight under extreme conditions as impressively as possible and make it tangible," as Martin Kraus from Heye explains.
Odlo defines itself as an authentic sports brand. The aim was not to abandon this capital, but to build on the closeness to the athlete with these images - active sport, real nature experiences, an active lifestyle.
Especially for markets and target groups in which Odlo still has a low level of awareness, solutions were developed to accompany the full-screen implementations, which allow the integration of a prominent product packshot.
Image presentation and premium design were particularly important in the redesign of the trade and public catalogs. Following a successful pitch, these were also implemented this summer by the Heye team in Zurich.
From Norway to Switzerland
Odlo was founded in 1946 by Odd Roar Lofterød in Norway. In the sporting family, the production of women's underwear soon shifted to tracksuits. In 1972, 25 national teams wore Odlo competition clothing at the Olympic Games in Sapporo. In 1986, this also became fashionable sportswear. In the same year, Odlo International moved its headquarters to Zug and diversified into more and more functional fashion lines.
Andreas Panzeri