Muscle mass vs. brain mass
Sports Goods Retail: Ruf Lanz pokes fun at customers who pay more at the new Sport Factory Outlet.
Sporting goods retail For the new Sport Factory Outlet, Ruf Lanz makes fun of overpayers Celebrities, onlookers and business people stood on each other's feet at the opening of the new Airside Center last weekend. It's not just luxury brands that are scenting big business at the expanded Zurich Airport. Where 44,000 tourists are in a shopping mood every day and 20,000 airport employees respond to stimuli, Peter Wider also recognizes an opportunity for his Sport Factory Outlet and is opening a new store at the end of September. The initial situation for the Ruf Lanz agency is different to that of the Schönenwald headquarters, when it tried to attract customers in a larger area with Uriella radio spots: visitors are within walking distance of the store and are to be reached with posters and postcards in and around the airport. "We are also targeting flight personnel with advertisements in the airport magazine Homebase," says CD Danielle Lanz.
Message to match the environment
The business model of offering sports brands at factory prices has been dramatized for the specific environment. In order to emphasize the USP of the cheaper branded products, Ruf Lanz is making fun of people who buy their sports equipment in expensive stores.
Headgear in which the brim of the hat is significantly larger than the head section reinforces the copy and draws attention to the owner's brain volume. The motifs are used in German and in English, the language of travel. Markus Ruf promises that unconventional mailings and guerrilla campaigns will cause a stir in October, but doesn't want to reveal any more just yet.
For fools: If you buy your sports equipment at normal prices, you get the fool's cap.
Luca Aloisi
Message to match the environment
The business model of offering sports brands at factory prices has been dramatized for the specific environment. In order to emphasize the USP of the cheaper branded products, Ruf Lanz is making fun of people who buy their sports equipment in expensive stores.
Headgear in which the brim of the hat is significantly larger than the head section reinforces the copy and draws attention to the owner's brain volume. The motifs are used in German and in English, the language of travel. Markus Ruf promises that unconventional mailings and guerrilla campaigns will cause a stir in October, but doesn't want to reveal any more just yet.
For fools: If you buy your sports equipment at normal prices, you get the fool's cap.
Luca Aloisi
