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Name of the campaign: Tendon. Feel it. • Brand name: Tendon • Advertiser: Lanex a.s. • Category: Outdoor equipment • Branche: Climbing ropes
Initial situation: Czech ropemaker Lanex had a reputation for functional quality, but did not command a price premium.
Campaign objectives: Build premium brand positioning to increase margin and volume sales throughout Europe at the cost of established premium brands.
Creative strategy: We talked to climbers (not in focus groups, but at the rock face) and made two, linked discoveries (1) unlike other equipment, a rope is like an extension of the climber's body (we called it the "Spiderman insight") and (2) the use of Teflon to make Lanex ropes more smoothly flexible was a valued product feature. We also discovered that the Lanex brand (shared with window cleaning and towropes) was a burden to the new positioning. Our solution: a totally new brand for premium climbing ropes. Tendon. A striking, memorable, international name which, being so closely linked into the strategy, ensured unmistakeable branding.
Total marketing expenditure: Confidential. The client invests in international trade fairs, PoP and catalogues, and meets climbers at events, sponsorship and promotions.
Campaign results: After a year the new brand achieved a 20% higher margin than before, and is achieving market share growth across Europe. After three years it is an established and respected brand, with awareness and image scores similar to its competitive set. |
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