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:
https://www.youtube.com/watch?v=O0X0-Z8Bl1o
The video and high-resolution image materials for reporting are available at the following link:
www.haebmau.de/Downloadbereich/VARTA/MarkenkooperationSüdtirol
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
Amelie Rüther
häberlein & mauerer ag
Phone: + 49 89 38108-104
Email:
amelie.ruether@haebmau.de
About VARTA AG
VARTA AG produces and markets a comprehensive battery portfolio, ranging from microbatteries, household batteries, energy storage systems to customer-specific battery solutions for a wide range of applications, and, as a technology leader, sets industry standards in key areas. As the parent company of the Group, it operates in the business segments “Microbatteries & Solutions” and “Household Batteries”.
The “Microbatteries & Solutions” segment focuses on the OEM business for microbatteries as well as on the lithium-ion battery pack business. Through intensive research and development, VARTA sets global standards in the microbattery sector and is a recognized innovation leader in the important growth markets of lithium-ion technology and primary hearing aid batteries. The “Household Batteries” segment comprises the battery business for end customers, including household batteries, rechargeable batteries, chargers, portable power (power banks) and lights as well as energy storage devices. The VARTA AG Group currently employs almost 4,000 people. With five production and manufacturing facilities in Europe and Asia, and distribution centers in Asia, Europe and the USA, VARTA AG’s operating subsidiaries are currently active in over 75 countries worldwide.