How do you convince the demanding ski touring community?
Challenge
As a leading manufacturer of functional outdoor clothing, innovation is a top priority at Schöffel. Their launch auf the year 2019: The S.Café® Ski Touring collection. Functional clothing made of textile fibres from recycled coffee grounds. Odour-neutralising, quick-drying and with UV protecting.
The critical and demanding ski-touring community needs to be convinced of the unusual material and its functionality.
Test the collection on yourself
Solution
We are calling for the ultimate endurance test via TV, online video, display and social ads and at the point of sale.
We are looking for Austria’s top ski tourers to join ski star Benni Raich and mountaineer Gerlinde Kaltenbrunner on a high alpine adventure. A jury of experts selects the best 15 from over 400 applicants and equips them with the S.Cafe® collection for a 2-day ski tour – to personally test the new product collection under merciless real conditions.
A video team produces invaluable content for the community directly from the alpine adventure for live- and post-event coverage.
The success speaks for itself:
“The Tour” has become an annually recurring event.
Key Facts
“This highly experience orientated execution and the content based activation of the ski-touring community has made ‘The Tour’ Schöffel’s most successful product launch in recent years.”
Mediaplus
Key Takeaways
#1
Integrated brainstorming drives
communication success.
#2
Proof of concept convinces even
the most critical community.
#3
360° testimonial strategies maximize
advertising impact.
