Slogan and logo are probably the most sacred assets in corporate communications. However, adapting to current events, the German outdoor brand Schöffel has played out a motif in Social Media in the German-speaking markets that addresses the anticipation of upcoming activities, but also the need to “stay indoors” (the original claim of the brand is “I’m outside”). In addition, the family-run company has published an inspirational video clip hat has already been viewed over 500,000 times to date. Peter Schöffel, managing partner at Schöffel, said: “Schöffel has always placed people at the center of its activities. This means assuming responsibility for employees, partners and customers. Our current campaign is a logical consequence: we use our brand to call for responsible action. At the same time, we are already looking forward to returning to nature.” The new campaign was launched together with athletes such as ski racer Benni Raich and other team members of the Austrian Ski Association (ÖSV) and has so far developed a great momentum of its own. The campaign is running on Facebook and Instagram Stories.
