Walking the Himalayas

Sportswear With a viral campaign, Spillmann Felser Leo Burnett brought Mammut to the attention of all the media.
Who on Google "Mary Woodbridge Everest"
you will be presented with over 25,000 results within seconds.
All these reports, websites, facts and commentaries revolve around the
Topic: An 85-year-old British woman wants to work with
Daisy the dachshund to climb Mount Everest. In a direct route - of course
as well as without Sherpas and without oxygen equipment, because
After all, there are no oxygen masks for dogs. Such unbelievable information and two really home-made videos
about the daily mountain training - or rather walking - of the
senior citizen and her dog, are published on a homepage
www.mary-woodbridge.co.uk. This was only published in December 2005
has been published. On the site, Mary asks for tips on how she can realize her dream of the "Everest" adventure despite a lack of money.
could cope with. Since then, the secret alpine project around the
roof of the world in the world's media has moved mountains in terms of the
expectations of cross-media campaigns.

At the Spillmann Felser Leo Burnett agency, the idea is called
with Mary Woodbridge as a so-called mockumentary, a fiction,
the whole
comes along in documentary style. "We opted for this form
decided to reach a community that would otherwise be difficult to reach via
advertising - the hardcore scene of climbers and climbers
alpinists," says Michael Gyssler, Head of Marketing at the client
Mammoth.

Global success
"It was an experiment with no guarantee of success," say the creatives
from SFLB. And somehow the advertisers themselves are surprised at what
Extent of
reactions to provoke their totally weird marketing coup worldwide
was able to do. Specialist journals for alpinists have written about the fictitious,
but perfectly genuine plans presented by the ambitious Mary just as
magazines, lifestyle titles and magazines for senior citizens.
animal lovers. There are over 250 portals or articles in total. Over 57
000 clicks is also what Mary's website had until the dissolution on Monday of this
week. Mammut has never been a part of all these pre-games.
ever appeared by name. Only one conspicuous yellow
Sports jacket with small logo may have aroused initial suspicions
can.

Swiss quality
But now the story is being resolved no less creatively. Also
Anyone who has equipment from Mammut - that's the message - should
should not be overestimated. This is implemented with a claim that is now available on
All advertisements, brochures and posters for Mammut are emblazoned with the words: "Warning -
with such good equipment
It's easy to feel too safe."

The Mammut company, which is managed from Seon in the canton of Aargau, has been in business for 140 years.
years for more safety in the mountains with clothing,
Ropes, harnesses and sleeping bags of the best Swiss quality. In the
Over the past 15 years, Mammut has become the leading Swiss
Outdoor equipment company with an international reputation
developed.

Andreas Panzeri