The striking rock formations of the Dolomites, clear lakes, and secluded mountain cabins form a perfect backdrop for experiencing the products of the energy expert VARTA in an emotional context.
Influencer Marketing Campaign: “Through South Tyrol Unplugged”
Two internationally known bloggers traveled the South Tyrol region “unplugged” for five days from July 8 to 12 to launch the cooperative project. German travel blogger Yvonne Zagermann, who operates the travel blog www.justtravelous.de, traveled through South Tyrol’s breathtaking landscape with her international colleague and friend Kristin Addis from www.bemytravelmuse.com. What set their journey apart was that the pair traveled “unplugged” in a camper van. Thanks to VARTA products, they were able to charge their electronic devices in order to report continuously about their trip on their blogs and social media channels. Their reports included references to both VARTA products and South Tyrol destinations: Equipped with head lights, they went mountain hiking at the break of dawn; power packs charged the smart phones during lunch at the lodge; lanterns created a romantic ambiance in and around the van at the camp site in the evening.
Rejuvenating the Brand
VARTA is mainly known for device batteries produced in Germany. Yet its product range goes far beyond that and also includes mobile charging solutions. The bloggers have linked these products to emotional travel moments, flavors, scents, and memories throughout their road trip, thereby reaching a younger target group. “Influencer marketing is highly credible, and the two bloggers are a great match for both companies thanks to their attitudes and the imagery they create,” says Michael Bodfeld, Director International Marketing Consumer Batteries at VARTA. “It was important for us to find influencers for the campaign who have an authentic style, find the VARTA products convincing, and also enjoy traveling.”
Brand Cooperation with IDM Südtirol Offers Ideal Set-Up
Travel is an emotional lifestyle topic that appeals to everyone. South Tyrol allows the VARTA products to be experienced in an authentic and emotional context. The brands are also a good fit thanks to their traditional values, innovative attitudes, and target groups that mainly include families and active individuals.
“Not only was the project ‘Through South Tyrol Unplugged’ a lot of fun for us, it also gained plenty of attention. This kind of cooperation creates high-quality content as well. We are already looking forward to further campaigns,” says Andreas Tschurtschenthaler, Head of PR & Content Management IDM Südtirol. Decisions regarding further brand cooperation projects will be made in the coming weeks.
You can view the project video at the following link:
The video and high-resolution image materials for reporting are available at the following link:
About IDM Südtirol
As an economic service provider for the Province of South Tyrol and the Bolzano Chamber of Commerce, IDM Südtirol works to increase the export quota and innovation as well as effectively promote South Tyrol as a tourism destination and business location through professional marketing. IDM Südtirol provides services in the areas of export, innovation, tourism, and agricultural marketing.
Press contact Südtirol
häberlein & mauerer ag
Phone: + 49 89 38108-104
About VARTA Consumer Batteries GmbH & Co. KGaA
VARTA Consumer Batteries GmbH & Co. KGaA is part of Spectrum Brands Holdings, a global and diversified consumer products company and a leading supplier of consumer batteries, shaving and grooming products, small household appliances, specialty pet supplies, lawn and garden products and auto care products. Spectrum Brands Holdings generates annual sales of around $5.04 billion and has a total of 15,700 employees. VARTA Consumer Batteries is a European market leader for innovative high-quality batteries, rechargeable batteries, chargers and lights. Controlled from its European head office in Frankfurt am Main, Germany, it generates annual sales of around €275 million. The German sales company is based in Ellwangen. Thanks to its powerful product ideas, developed on the basis of over 125 years’ experience, VARTA Consumer is a constant source of impetus in the mobile energy market. Alongside its innovative capabilities, the breadth, quality and design of its product range make VARTA a unique force on the market. Intensive focus on consumers’ lifestyles and close collaboration with retailers is the secret to a successful product mix. This makes it possible for VARTA Consumer to respond quickly and flexibly to the latest consumer device trends and provide the dynamic fast-moving consumer goods (FMCG) market with optimum energy solutions.