“REAL PEOPLE. REAL PRODUCTS. TRUE STORIES”: CMP campaign produced by Pubblimarket2
Pubblimarket2 launches the first cross-media positioning campaign for the CMP brand
Pubblimarket2 develops and launches the first cross-media positioning campaign for Fratelli Campagnolo’s CMP brand, which specializes in the production of outdoor apparel.
The campaign, called “Real people. Real products. True stories”, is based on storytelling concepts, and will shortly be available online. It was created with the aim of portraying authoritative figures in the sporting world as they tell their stories and describe their experiences of life in the mountains, the ideal place to get the best out of CMP products.
Paragliding instructor Alex Schrott, dairy farmer and cheesemaker Luca Crazzolara, and former cycling champion Maria Canins are featured in the three videos, where we see them busily carrying out their different activities and hear their stories of difficulties and successes, commitment and work. All together, these contents touch consumers’ hearts and make them feel involved as they introduce them to the outdoor lifestyle that is a hallmark of CMP.
The videos can already be seen at CMP stores, and will also be visible online at www.cmp.campagnolo.it.
The same website will also be the launch base for a competition dedicated to outdoor fiends, who will be invited to share their stories on the site. At the end of the campaign, the winning stories will be selected, and their authors will be invited to become CMP ambassadors themselves.
A dedicated Facebook page will be set up to help spread awareness of the competition.
In addition to the website, the campaign will also be active in the specialist press, with three subjects matching those in the videos. Pubblimarket2 also took care of the creation of all in-store materials.