UM Germany and Ecco Shoes launched the new line of Ecco’s Sculptured 75’s footwear during the final weekend of Fashion Week in Berlin and set a new Guinness World Record for the longest accumulative abseil (performed in one hour) in the process.
The UM Brand Experience team created an Ecco-branded vertical catwalk down Park Inn Berlin, the city’s highest building, standing at 410 feet (125m). Ten thrill seeking models presented the Ecco shoe collection while strutting, spinning and twirling down the “Sculptured Fashion Walk” in an artistically choreographed performance – smashing the old record for an accumulative abseil by over 7,800 feet (2,377m).
UM chose this unique way of presenting the new Sculptured 75’s to reach the majority of the target audience with a limited budget and to spread the content to millions of people via paid, owned and earned media channels (TV, Print, Radio, Online, Social Media and PoS).
Ecco was amazed by the clear strategy, the unique idea and the precise implementation of the launch and praised UM several times – even publicly on their Facebook page.
After the event, the client directly assigned UM Germany to create further engaging event and branded content concepts for their spring collection in 2014. So watch out for what comes next.
Kudos to the talented UM team working on this project: Florian Lina (Brand Experience Director), Anne Hartwig (Senior Portfolio Manager), Jörg Pommeranz (Brand Experience Manager) and Karina Koenen (Junior Brand Experience Manager).