Against animal seriousness, Mr. Stierli
Publicis is once again venturing off the beaten path for sports retailer Wider
Publicis once again takes sports retailer Wider off the beaten trackWith soft bandages, you only get bruises in the highly competitive sports retail sector - and certainly don't earn a golden nose. This realization has shaped the advertising behavior of Peter Wider, owner of Sportplausch Wider in Wallisellen, for eight years. Margins can only be defended with a sophisticated communication policy. Wider therefore invests his time and money in building and maintaining the store as a brand - while most sports stores continue to concentrate on product promotion.Wider and the agency Publicis have built up the image and awareness of the store with a mixture of classic and event-oriented advertising and promotions. The strategy puts all its eggs in one basket and appeals to the target clientele: the main thing is to have fun.
The weirder the performance and the more striking the message, the more differentiated the band becomes. The sometimes infantile nonsense that the CDs Markus Gut and Markus Ruf have come up with so far has occasionally deliberately crossed taboo boundaries. Their advertising thus rebelled against all things adult in line with the target group and acted as a source of humor even in deadly serious times.
Mockery of family sponsorship
For the winter sports season, too, "we are advertising the ski and snowboard offer in an unusual and very playful way," says Markus Gut. On the one hand, the already award-winning "Stierli-Sport" radio spots are entering their third season with five new episodes. Gut is convinced that these will make even better use of the medium's possibilities. In one spot, anti-hero Heinz Stierli reads out his letter to the editor, which was not printed by the Walliseller Boten. In it, he pours so much scorn and shame on his rival Wider that the radio spot was drowned out with beeping noises due to the offensive content.
The advertisements and posters are all about ridiculing sponsorship. This encourages everyone to look for their own personal sponsor for sports equipment.
These can be: Mother, father, grandpa, grandma or godfather. The idea was followed through consistently, right down to the giveaways: sponsor fabric stickers that can be stuck on the newly purchased ski or snowboard jacket.
Sportplausch Wider thanks customers and participants of its ski day with another example of "good taste" and thinks of the "sporty" time after skiing: "So that you can also glide beautifully during après-ski" is written on the sachets of "Flutschi" - the original gliding cream from Orion-Versand.
The fact that the Art Buyer has been
The fact that this gag is covered up with advertising emails for dildo promotions and the like is what we call an occupational hazard these days.
Luca Aloisi
The weirder the performance and the more striking the message, the more differentiated the band becomes. The sometimes infantile nonsense that the CDs Markus Gut and Markus Ruf have come up with so far has occasionally deliberately crossed taboo boundaries. Their advertising thus rebelled against all things adult in line with the target group and acted as a source of humor even in deadly serious times.
Mockery of family sponsorship
For the winter sports season, too, "we are advertising the ski and snowboard offer in an unusual and very playful way," says Markus Gut. On the one hand, the already award-winning "Stierli-Sport" radio spots are entering their third season with five new episodes. Gut is convinced that these will make even better use of the medium's possibilities. In one spot, anti-hero Heinz Stierli reads out his letter to the editor, which was not printed by the Walliseller Boten. In it, he pours so much scorn and shame on his rival Wider that the radio spot was drowned out with beeping noises due to the offensive content.
The advertisements and posters are all about ridiculing sponsorship. This encourages everyone to look for their own personal sponsor for sports equipment.
These can be: Mother, father, grandpa, grandma or godfather. The idea was followed through consistently, right down to the giveaways: sponsor fabric stickers that can be stuck on the newly purchased ski or snowboard jacket.
Sportplausch Wider thanks customers and participants of its ski day with another example of "good taste" and thinks of the "sporty" time after skiing: "So that you can also glide beautifully during après-ski" is written on the sachets of "Flutschi" - the original gliding cream from Orion-Versand.
The fact that the Art Buyer has been
The fact that this gag is covered up with advertising emails for dildo promotions and the like is what we call an occupational hazard these days.
Luca Aloisi
