Mammut advertises with customers for customers
Instead of one-way communication, Erdmannpeisker relies on interactions with events in the mountains for Mammut.
The series is starting to take hold," says a delighted Gabriel Peisker. For around a year now, the CD of the Biel-based agency Erdmannpeisker and his team have been using interactive advertising instead of one-way communication for their client Mammut. To launch the idea, an employee event was organized "as a test for the next steps". Everyone from the telephone operator to Marketing Manager Michael Gyssler was allowed to spend a night in a Mammut sleeping bag on the glacier. The event was captured on film and in photos. The creative team at the advertising agency later used these documents to design advertisements, brochures, leaflets, inserts in suitable print media and the new website. Soon afterwards, a "laundry test" for customers was advertised on the website. 800 "real fans of Mammut" responded. 200 were selected in the casting and were allowed to pose in their underwear at the foot of the Eiger. The proud memory "I was there" developed into important word-of-mouth propaganda in mountain sports circles. The pictures from the event were in turn used to create new advertising material.
To the making-of film
In the meantime, a third event has already been held. The Little Camel on the Furka has been climbed by 25 professional mountain guides in Raichle boots. They were able to see for themselves that the famous Raichle boots have not deteriorated since the traditional company and its entire workforce were taken over by Mammut three months ago. Since then, the shoes have been sold under the Mammut brand. "This positive assessment from the experts was very important to Mammut and to us," explains Peisker. Mountaineers are not so easily seduced by advertising. Their equipment is also a matter of faith. And with such advertising campaigns, realized in real self-experimentation, Mammut gains exactly the credibility it wants.
Opinion leaders as a target group
The mountain guides then pass the message on to their customers. A concept that has worked. "The campaign is well known in the mountaineering scene and has become a much-discussed topic," says Peisker. The idea has also been positively analyzed in the NZZ under the all-important title "Between alpinism and trend for the masses". There was a report in Schweizer Illustrierte about the adventure of this advertising. The events are made even more attractive for participants with celebrities from the outdoor scene. The supporting program and the ingredients of the gourmet picnics can be voted on the website. There is also a photo competition on the website for post-processing the customer file.
Another customer event is planned for January 2009, followed by a retailer event with backpacks.
Andreas Panzeri
To the making-of film
In the meantime, a third event has already been held. The Little Camel on the Furka has been climbed by 25 professional mountain guides in Raichle boots. They were able to see for themselves that the famous Raichle boots have not deteriorated since the traditional company and its entire workforce were taken over by Mammut three months ago. Since then, the shoes have been sold under the Mammut brand. "This positive assessment from the experts was very important to Mammut and to us," explains Peisker. Mountaineers are not so easily seduced by advertising. Their equipment is also a matter of faith. And with such advertising campaigns, realized in real self-experimentation, Mammut gains exactly the credibility it wants.
Opinion leaders as a target group
The mountain guides then pass the message on to their customers. A concept that has worked. "The campaign is well known in the mountaineering scene and has become a much-discussed topic," says Peisker. The idea has also been positively analyzed in the NZZ under the all-important title "Between alpinism and trend for the masses". There was a report in Schweizer Illustrierte about the adventure of this advertising. The events are made even more attractive for participants with celebrities from the outdoor scene. The supporting program and the ingredients of the gourmet picnics can be voted on the website. There is also a photo competition on the website for post-processing the customer file.
Another customer event is planned for January 2009, followed by a retailer event with backpacks.
Andreas Panzeri
