Successful viral campaign for mountaineers

No, 85-year-old Mary Woodbridge wasn't serious about climbing Mount Everest with her dachshund - she's a mockumentary (fiction that comes across as documentary style) that has spread like wildfire in the mountaineering community. Since January, the resolution of the British lady who bought a mammoth jacket and suddenly wants to climb Everest has been present in magazines, forums, on the radio and on news portals worldwide. The mountaineering community is grappling with the story and puzzling over whether the old lady's undertaking is simply admirable or totally crazy. The comments in the worldwide forums show that the target group has taken the story with a lot of humor. Now, the advertising agency responsible, Spillmann/Felser/Leo Burnett SFLB and Mammut, have revealed the secret and added warnings to Mary Woodbridge's website: "Warning: with such good equipment, it's easy to feel too safe." The global viral campaign was thus transformed into a cross-media campaign. Mary Woodbridge is now the hook of the current advertisements and the Mammut brochure. And, of course, Mary Woodbridge is also present as a steller at sales locations. As Mammut marketing director Michael Gyssler explains: "We decided on this form in order to reach the hardcore scene of climbers and alpinists, which is otherwise difficult to address via advertising. We succeeded in a humorous way to show that our products are just so good that you can easily feel too safe."