How to go beyond or develop a successful concept that has worked for 10 years?
At Boomerang, we were looking for an approach that would present ropes as a part of a climber’s body and soul. We climbed walls and cliffs and talked to climbers. In the end we understood the inspiring tension in the contradictory needs for ‘certainty’ (the rope) and ‘freedom’ (the sensation), which we enshrined in the concept ‘Tied to be Free’. Visually, we use the look down that is always associated with the success of reaching a summit and a sense of relief. It is the best reward for the effort of overcoming cliffs, snowy mountains and urban structures and also overcoming ourselves. As part of a global communication campaign, we used the concept in over 50 different countries. It won an award for a unique presentation at the key ISPO trade fair in Munich and was so appealing that it gained a number of world-class climbers, led by Adam Ondra, for its team of ambassadors.
So, how do you go beyond or develop a successful concept that has worked for 10 years? You have to understand the product’s users and what makes them tick.
Our approach attracted Adam Ondra and other leading climbers to become brand ambassadors