With an ever increasing demand for brands to populate a multitude of digital channels with content that not only parallels the values of the brand but stimulate real engagement. In this case study we look at Obermeyer, a 70 year old ski and outdoor apparel company based in Aspen, Colorado who wanted to introduce a first video campaign that raised brand awareness in the adventure sports space, as well as meet the many vendors multilevel advertising opportunities within traditional cable, OTT, web channels, paid social and content to rotate on in-store displays.
When founder Klaus Obermeyer founded the company in 1947, his vision was clear to create apparel that was both technical and functional in the outdoors. Now 105 years old, Klaus is still behind the desk daily to inspire the companies innovation that has given the brand its iconic reputation. This commitment to innovation has to be met with great marketing, so when Obermeyer came to Neu Productions, they began from the ground up to create a visual identity and campaign that spoke to the company’s lineage and its current outdoor audience.
Obermeyer “Brand Anthem”
“Outlook” ft. Klaus Obermeyer
Creating a story that served as a backbone to the multitude of video assets was first priority so Neu produced a 22min long-form television episode for outdoor lifestyle network, “Outside Television” titled “Outlook, Icons Revealed”, which profiled Klaus Obermeyer and the history of Obermeyer’s innovation within the ski and outdoor apparel industry. This TV episode shaped the entire brand story which all assets could then tie back to.
From here, Neu created a series of lookbooks which highlighted the beauty and technicality of the clothing that was then formatted in various running lengths between 5sec, 15sec, 30sec, 60sec and 90sec, and scaled for the many digital platforms from widescreen to vertical displays. Rounding out the package was a 3min brand anthem that could be used to highlight the latest apparel line tied together with the overarching brand story as a tool for marketing presentations, trade shows and special events which honored Klaus’s contribution to the ski industry.
The campaign proved valuable in ROI and was fully traceable through analytic programs on each distribution channel which lead to a second year of partnership between Neu Productions and Obermeyer.
“John and Neu Productions team are best in class. They continuously deliver above and beyond the scope of work with an energy and work ethic that is second to none. Neu Productions was instrumental in brining to life a number of stories and product launches for the Obermeyer brand in our partnership together; authentic, genuine, exceptional creatives and even better people”. Brad Miller – Marketing & Sales Manager