Agency for branding, advertising and design | evoq Zurich Cologne
An anniversary campaign celebrating shared experience
evoq has developed a cross-media campaign for the anniversary year that celebrates human relationships in mountain sports. For most alpinists and mountaineers, it is about much more than just sport: the mountains are a lifelong passion that they share with important people in their lives - siblings, spouses, children or simply their best friends.
The storytelling of the cross-media anniversary campaign focuses on the human relationships and friendships that are forged on the mountain and on the rope and which are inextricable linked to a passion for the mountains. The well-known Bächli logo is complemented by the year 1974, as the company is proud to have been a fixture in Swiss mountain sports for 50 years. The cross-media campaign includes internal and external activation measures.
The motto #zusammenunterwegs (#togetheronthego)
The campaign kicks off with the start of the 2024 summer season. The anniversary motto #zusammenunterwegs (togetheronthego) will be featured in advertisements, TV commercials, posters and social media activities. The Bächli relationship stories will be rolled out in images and text: bouldering with your best friends, taking your first steps with your children in the climbing garden, reaching the summit ridge with your favorite mountain guide or overcoming the crux - the mountains bring people together, often for a lifetime.
Stories from the community
A special landing page serves as a mouthpiece for the mountain community: twins, fathers and sons, married couples, best friends and even Bächli employees share their own personal mountain stories. The stories will also be published in the customer magazine “Inspiration” and shared on social media. Ultimately, #zusammenunterwegs also expresses the Bächli spirit: Bächli employees have always shaped on the company and continue to develop Swiss mountain sports together with partners and customers.