The Gschpürsch-mi board
Sporting goods Months before the start of the season, Department Heads presents its latest board development in an international campaign.
Sports equipment Months before the start of the season, Department Heads presents its latest board development in an international campaign The relationship between riders and their boards - monogamy has never been known in the scene before - is notorious for being extremely close despite everything. For outsiders, it is inexplicable how a wooden core, some synthetic resin, fiberglass and other materials can exert such an attraction and fascination. With the "Intelligence" board, Head provides a comprehensible explanation for both groups. Thanks to the new technology, in which special composite fibres generate electrical energy while riding, the board stabilizes itself and "actively adapts to the environment and riding style". "A nice USP, but also difficult to communicate," says CD Oliver Brunschwiler, whose agency Department has been looking after Head Snowboard internationally for four years.regaining trendiness
Brunschwiler's team realized that the only way to make the innovation rationally and emotionally comprehensible was to take a creative leap via analogy. The English headline places the benefit in a human context. Infographics and technoid staging, which appear credible for other product groups, would hardly have attracted the attention of the target group - on the contrary.
Two prototypical subjects are intended to represent situations in which people feel best understood as individuals. World-class snowboarders from the head team were booked as testimonials, who confide in their board at the psychologist and late at night at the bar. Brunschwiler is convinced that the campaign "makes a strong product statement on the one hand, while integrating important brand ambassadors into the product communication in a striking and independent way, thus building up the emotionality of the brand". Thanks to patient rights, the content of the therapy sessions remains a secret among board and athletes. We would like to take this opportunity to send our best wishes for a speedy recovery to the latter.
Ready for the couch: the relationship between Brett and Brettler as a theme.
Slump: Snowboard sales are falling.
Trend "no board" After years of constant growth, snowboard sales in Germany and Switzerland peaked in 2000, according to the IHA-GfK. While around 110000 snowboards were sold from Swiss stores to halfpipes back then, last year it was
a third less. The carving and freestyle boom grew to become the biggest adversary: skis that enable surf-like powdering almost like a snowboard and have pushed skis into the realm of extreme sports. According to Kurt Meister from the research institute, in addition to the new surfing feeling, the lack of innovation in snowboarding itself was also a decisive factor in the decline. The most important brands have long since adapted to this and are supplying
the right sports equipment for every taste and type of rider. (la)
Luca Aloisi
Brunschwiler's team realized that the only way to make the innovation rationally and emotionally comprehensible was to take a creative leap via analogy. The English headline places the benefit in a human context. Infographics and technoid staging, which appear credible for other product groups, would hardly have attracted the attention of the target group - on the contrary.
Two prototypical subjects are intended to represent situations in which people feel best understood as individuals. World-class snowboarders from the head team were booked as testimonials, who confide in their board at the psychologist and late at night at the bar. Brunschwiler is convinced that the campaign "makes a strong product statement on the one hand, while integrating important brand ambassadors into the product communication in a striking and independent way, thus building up the emotionality of the brand". Thanks to patient rights, the content of the therapy sessions remains a secret among board and athletes. We would like to take this opportunity to send our best wishes for a speedy recovery to the latter.
Ready for the couch: the relationship between Brett and Brettler as a theme.
Slump: Snowboard sales are falling.
Trend "no board" After years of constant growth, snowboard sales in Germany and Switzerland peaked in 2000, according to the IHA-GfK. While around 110000 snowboards were sold from Swiss stores to halfpipes back then, last year it was
a third less. The carving and freestyle boom grew to become the biggest adversary: skis that enable surf-like powdering almost like a snowboard and have pushed skis into the realm of extreme sports. According to Kurt Meister from the research institute, in addition to the new surfing feeling, the lack of innovation in snowboarding itself was also a decisive factor in the decline. The most important brands have long since adapted to this and are supplying
the right sports equipment for every taste and type of rider. (la)
Luca Aloisi
