Odlo and Webguerillas launch campaign
Training is more than just regular discipline. It is a ritual that athletes believe in and live for. Odlo and Webguerillas are targeting this deeply human conviction with "Trust your Ritual", the motto of the newly launched mobile campaign.
Everything revolves around personal training rituals. The aim is to pick up users in their ritual convictions and connect them with Odlo's expertise. With "The Art of Layering", Odlo, the inventor of functional sports underwear, conveys how perfectly combined layers of clothing ensure a training ritual with maximum effect.
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The campaign starts with a video commercial that illustrates the idea behind the campaign and links to the mobile site Odlo-ritual.com leads. There are expert tips, further insights into the training rituals of successful athletes, all ritual collections and a large-scale competition. Odlo invites users to post a picture of their own personal training ritual on Instagram to upload. Every picture with the hashtag #Odloritual will be entered into the prize draw to win a complete Odlo Ritual outfit.
In this case, the selection and type of platforms also represent the clear strategic focus on mobile users, as the "Odlo Ritual" collections are made for athletes who don't let the cold or wet stop them from living out their training ritual outdoors.
Responsible at Odlo International: Santhiram Sri Ganesh (Head of Digital), Christopher Zunner (CRM Analyst). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Ryan Daynes (Creative Director), Zübeyir Yilmaz (Online Concept/Information Architect), Annika Eigenmann (Text Concepter); Petra Moser, Gianluca Pirrera (Consulting), Patrik Johäll, Superstudio SE (Photo), Magnus Peterson, PGF Motion AB (Film).
