Odlo awards global media account to Mediaplus

The client brief: first-class brand and digital expertise. After a multistage pitch, Odlo, the Swiss-based performance apparel brand has awarded its global media account to Mediaplus Cologne and Mediascale Cologne. The collaboration begins this month with the launch of Odlo’s new landmark brand campaign.

Cologne, 26. January 2024 – As the inventor of functional sportswear and the three-layer system, innovation has always been synonymous with Odlo. The Swiss-based company with Norwegian roots is seeking to gain more visibility for the brand in the fiercely competitive sports apparel market and has brought Mediaplus on board as a partner. Together with its subsidiary Mediascale, the Mediaplus Group’s branch in Cologne has won the account for brand media services.

The key objective of the agency brief was to “Connect the dots” between Odlo’s activation channels, including brand building, performance marketing, and Amazon advertising. The final decision was preceded by a multistage pitch, with the mandate including aspects such as media strategy, planning, purchasing and optimisation of all paid media measures. In addition to the Mediaplus experts, sister agency Plan.Net Performance will be responsible for search engine and Amazon platform marketing. The brand media efforts will initially focus on Germany, Austria, Switzerland and France. 

Shanjay Damani, Marketing Director at Odlo explains: ‘We’re not looking for an agency that merely answers the brief, but a partnership on equal footing that drives growth and moves us to the best possible outcome. In Mediaplus, we have found a partner who impressed us with their broad data expertise and integrated approach to planning.

In a highly fragmented world, it is essential to evaluate the infinite number of data points of the individual customer journey in real time and to connect them in a meaningful way with regard to the lifeworlds and touchpoints of the target groups. An integrated video approach with a digital focus, the intelligent linking of all channels – branding, performance, marketplaces – and the use of innovative media play an important role in this context. But the media plan is not the end of this real-time planning process; it is in fact the starting point for a continuous test and optimisation cycle, where all campaign data will be used to continuously fine-tune campaign strategy and adapt flexibly to the customer journey.

Marian Bunte, General Manager Mediascale Cologne, explains: ‘The current market environment is challenging, fragmented and undergoing an exciting transformation. Together with Odlo, we want to set ourselves apart from the competition with a tailor-made and individualised target group approach that we will optimise in real time. Targeted brand development will form the basis for sustainable growth and enrich our performance activities. And that’s how we will go about connecting the dots. Speaking of connections: there was a great chemistry between Odlo and our integrated team. We are delighted to partner with and help position such an innovative and long-established brand in the fiercely competitive sports apparel market.’

Florian Voigt, Principal Consultant of the auditor Flock Associates London adds: ‘“We were especially pleased with the way Mediaplus reacted to the pitch brief - a very personal approach, a great team and chemistry from the start, clear and innovative thinking, and always open for feedback and improvements.”

The first campaign, launched  on  January 25^th, is part of Odlo's refreshed brand strategy and aims to inspire a reawakening in everywhere. Led by the claim “There’s more out there,” Odlo’s new brand direction encourages athletes to tap into what the outdoor world awakens in them and, as a result, experience moments that keep them coming back for more. Featuring legendary biathlete and Odlo’s global brand ambassador, Martin Fourcade, the inspiring creative shows him enjoying the moments that reward him for doing the sports he loves. The media campaign, which represents the biggest in the brand’s history, will focus on a digital media mix based on a programmatic multi-touchpoint strategy.

A preview of the hero 30-second spot can be seen here.