'On Mountain Hut' is an Adventurous Activation by Running Brand On
References: on-running & design-milk
The 'On Mountain Hut' is situated in a space of high altitude in Engadin, Switzerland. The activation is initiated by Zurich-based running brand On who wanted to connect consumers to nature. It is the "ultimate alpine getaway" and it sits at 2,500 meters above sea level.
To reach the "temporary minimalist eco-cabin," one needs to embark on a two-hour hike "across technical alpine terrain." This can be identified as a subtle, experiential marketing approach that also benefits the individual's mindset through exercise and a wholesome experience of a mesmerizing outdoor landscape.
In addition, the trek to the 'On Mountain Hut' provides the brand with an opportunity to showcase its brand-new Cloudrock Waterproof hiking boot which is identified as being 35% lighter than its competitors on the market.
Photo Credits: Gregory Han, Anne Lutz, Thomas Stöckli
To reach the "temporary minimalist eco-cabin," one needs to embark on a two-hour hike "across technical alpine terrain." This can be identified as a subtle, experiential marketing approach that also benefits the individual's mindset through exercise and a wholesome experience of a mesmerizing outdoor landscape.
In addition, the trek to the 'On Mountain Hut' provides the brand with an opportunity to showcase its brand-new Cloudrock Waterproof hiking boot which is identified as being 35% lighter than its competitors on the market.
Photo Credits: Gregory Han, Anne Lutz, Thomas Stöckli
Trend Themes
1. Eco-tourism Adventures - The 'On Mountain Hut' activation demonstrates the trend of eco-tourism, offering consumers an adventurous and immersive experience in a natural environment.
2. Experiential Marketing - The 'On Mountain Hut' activation showcases the trend of experiential marketing, providing consumers with a unique and engaging brand experience through the hiking journey and cabin stay.
3. Lightweight Outdoor Gear - The 'On Mountain Hut' highlights the trend of lightweight outdoor gear, with the brand's Cloudrock Waterproof hiking boot being 35% lighter than competitors, showcasing innovation in outdoor gear.
Industry Implications
1. Eco-tourism - The eco-tourism industry can leverage the 'On Mountain Hut' activation to create immersive and sustainable experiences for travelers seeking adventure and connection with nature.
2. Marketing and Advertising - The marketing and advertising industry can learn from the 'On Mountain Hut' activation as an example of how to create engaging and memorable experiences that connect consumers with brands in meaningful ways.
3. Outdoor Gear - The outdoor gear industry can explore lightweight innovations in products, like the Cloudrock Waterproof hiking boot, to meet the growing demand for functional and comfortable gear for outdoor enthusiasts.
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