Back at base camp
Sporting goods The Biel-based agency Erdmannpeisker presents its first work for Mammut.
Sporting goods The Biel-based agency Erdmannpeisker presents its first work for Mammut.
"Mammut 2.0" is the name of the concept with which Erdmannpeisker wants to break new ground with Mammut. The last route taken by the label for alpine clothing, outdoor fashion and accessories led to Mount Everest. Mary Woodbridge wrote advertising history from Switzerland and made Mammut famous worldwide. But not all sporty and earth-loving mountaineers were able to identify with the old and somewhat aloof lady. Back to base camp is therefore the concept behind the new campaign. The budget was put out to international tender and awarded to Erdmannpeisker after several stages. Sybille Erdmann and Gabriel Peisker scored points thanks to "product advertising with a high image component". The Internet is leading the way with Web 2.0, says Peisker. Companies are becoming more and more permeable. Instead of conventional one-way communication, they are seeking dialog with customers and involving them more and more. Comments and voting are just some of the new tools that allow customers to exert a direct influence. Erdmannpeisker is now going "one step further and wants to involve the customer directly in the communication".
The agency organized a "sleeping bag test at 20 degrees below zero". The employees of Mammut were invited. The event on the Corvatsch glacier was documented for various media with a making-of film and spectacular photos by Robert Bösch, the mountain guide and winner of the international mountain book prize. The action photos were used to create posters, advertisements, product flyers and a magalog. This is available in sports stores and is enclosed with various special interest magazines.
A second happening in May 2008 has already been announced in the Magalog and on the website. Customers are now to be invited to this test in the vicinity of the Eiger. After just a few days, more than 500 interested parties have already registered on the Mammut website. The advertising thus becomes the end product of a long chain of contacts with existing and future customers. The eye-catcher is an irritating intervention in the fantastic mountain world.
Michael Gisler, Head of Marketing at Mammut, comments on this unusual advertisement: "We deliberately took a different approach to our competitors. We wanted to get closer to the end consumer. We reach this target group with authentic imagery from the mountains."
At Mammut, however, it's not just in the mountains that things are going steeply upwards. The company also wants to grow in breadth. New subsidiaries have already been founded in Japan and England. A total of 40 to 50 stores are planned worldwide.
Andreas Panzeri
"Mammut 2.0" is the name of the concept with which Erdmannpeisker wants to break new ground with Mammut. The last route taken by the label for alpine clothing, outdoor fashion and accessories led to Mount Everest. Mary Woodbridge wrote advertising history from Switzerland and made Mammut famous worldwide. But not all sporty and earth-loving mountaineers were able to identify with the old and somewhat aloof lady. Back to base camp is therefore the concept behind the new campaign. The budget was put out to international tender and awarded to Erdmannpeisker after several stages. Sybille Erdmann and Gabriel Peisker scored points thanks to "product advertising with a high image component". The Internet is leading the way with Web 2.0, says Peisker. Companies are becoming more and more permeable. Instead of conventional one-way communication, they are seeking dialog with customers and involving them more and more. Comments and voting are just some of the new tools that allow customers to exert a direct influence. Erdmannpeisker is now going "one step further and wants to involve the customer directly in the communication".
The agency organized a "sleeping bag test at 20 degrees below zero". The employees of Mammut were invited. The event on the Corvatsch glacier was documented for various media with a making-of film and spectacular photos by Robert Bösch, the mountain guide and winner of the international mountain book prize. The action photos were used to create posters, advertisements, product flyers and a magalog. This is available in sports stores and is enclosed with various special interest magazines.
A second happening in May 2008 has already been announced in the Magalog and on the website. Customers are now to be invited to this test in the vicinity of the Eiger. After just a few days, more than 500 interested parties have already registered on the Mammut website. The advertising thus becomes the end product of a long chain of contacts with existing and future customers. The eye-catcher is an irritating intervention in the fantastic mountain world.
Michael Gisler, Head of Marketing at Mammut, comments on this unusual advertisement: "We deliberately took a different approach to our competitors. We wanted to get closer to the end consumer. We reach this target group with authentic imagery from the mountains."
At Mammut, however, it's not just in the mountains that things are going steeply upwards. The company also wants to grow in breadth. New subsidiaries have already been founded in Japan and England. A total of 40 to 50 stores are planned worldwide.
Andreas Panzeri
