Pubblimarket2 by the side of MAMMUT for the launch of the new collection EIGER X
After being tasked with the international launch of the Photics collection, presented in winter 2019, the agency Pubblimarket2 has once more been involved by MAMMUT in an important project, supporting the Swiss brand for the launch of the new collection EIGER X.
EIGER X is the brand's flagship collection, a veritable modular system with a history spanning twenty-five years, unique on the outdoor apparel scene. Innovation, performance and safety combined with quality and functionality without compromise: these are the characterising features that mountaineering and ice climbing enthusiasts can count on, even in the most extreme conditions. The launch campaign aimed to confirm the pole position of MAMMUT in the mountaineering segment, driving the absolute quality and superior technicality of garments from the EIGER X collection, now in its fifth edition.
“LIVE THE EXTREME WITH ALL YOUR SENSES” is the claim of the strategic-creative concept identified by Pubblimarket2 for presenting the new EIGER X collection. "Starting from our expertise and passion for the sports sector, we developed a concept that emphasizes the extreme physical and mental effort it takes to reach the summit. When faced with peak performance levels, all our senses become protagonists, stimulated to the full by unique sensations." – Giacomo Miranda, CEO and Project Manager, explains. “In developing the creative idea, we have tried to guarantee both the utmost flexibility in consideration of future developments to the collection, as well as manifold versions for different touch-points”.
In addition to the classic 5 senses, Pubblimarket2 has added a sixth sense, intuition, an innate and fundamental gift for reaching the summit. The sixth sense is matched with the EIGAR X HALO outfit, defined a "concept-car" by the Swiss company, a revolutionary project that is not destined for sale and with which MAMMUT wishes to radically change the way in which we conceive equipment.
The creative concept has been rolled out with different tools: from sales meeting support to special videos presenting the collection to the trade public and the campaign, which recently began on major online and offline sports newspapers around the world.