To keep On’s Swiss Mountain Hut concept alive during the global pandemic, we invited a select group of adventure-loving media and influencers to a beautiful hideaway in the Lake District. With travel restrictions in place, this was the closest experience our guests could share to embrace the On brand and put the Performance Outdoors range into a new context.
The adventurous spirit of On
When On installed a beautifully designed hut on a Swiss mountain, the event helped to generate media coverage in top design and lifestyle titles such as Ala Champ and Wallpaper*.
Building on the successful format, we wanted to reach a new audience of adventure seekers and active outdoor explorers in the UK. This market of creative, urban types, who are tastemakers in their fields and influential amongst their peers and fans, was untapped for On.
We wanted our guests to explore the love of the outdoors that is at the heart of the On brand. The experience would provide a first-hand opportunity to see how On allows people to be free by running, walking, hiking, adventuring, travelling and more.
To make our challenge harder we had to create and curate an experience against a backdrop of ever-changing COVID restrictions.
“Every now and again we are treated to a break in the mist, and stare in awe at brief glimpses across the Lake District to more mountains on the other side of the huge post-glacial valley below.”
Inviting influencers to get creative
To reach our target audience of enthusiastic explorers, we developed a visually driven project and engaging content based on the idea of ‘Retreat & Create’.
To bring the project to life, we found a beautifully designed, self-contained hideaway called The Love Shack. The cabin is set in the heart of the stunning landscape of the Lake District, one of the UK’s most famous World Heritage destinations.
From there we worked with On to design an environment for creatives to be inspired, to explore and to create. We carefully selected nine individuals from different media and creative backgrounds and invited them to spend time with On at the Love Shack.
We kitted guests out head to toe and on arrival each guest received an On Performance Pack that included the Cloudrock Waterproof and Cloudridge or Cloudultra shoes.
We worked closely with likeminded partners to create unique and individual adventures, such as hiking with a local guide, online breathing work sessions, in-house private yoga and fine-dining experiences.
Our goal was to encourage people to move, embrace nature and share ideas of how they can explore. Ultimately, we wanted to let their curiosity and creativity run free and showcase their time across social media for influencers and across press titles for media.
The set-up helped to reinforce key On brand messages around imagination, curiosity, culture and creativity. We also included small, subtle touches such as Swiss chocolates, Swiss cultured magazines, wild flowers and a hamper of local preserves to bring the brand experience to life.
Generating social and media hype
subscribers reached in newsletters
reach to social media followers
Exploring new brand territory
This was the first UK project of its kind for On and it produced some valuable results.
Our two ‘on location’ photo shoots delivered substantial print and online editorial features in credible lifestyle publications such as Proper Magazine and Hypebeast.
The carefully curated guest list put On in front of new, very relevant audiences and created new brand fans.
After such a tough year, attendees revelled in organically testing the On products in beautiful and serene surroundings. They were able to let their curiosity and creativity run free and reconnect with nature to deliver creative and on-brand content across media channels.
The event generated 31 pieces of coverage, portrayed the innovation and positioning behind the brand and built new relationships with brand influencers who gave the experience glowing reviews.
“Our stay in the cabin was nothing short of amazing. The architecture, setting and personal touches ensured our time there felt really special.” Kenny Block
“On’s tag line is “Run on Clouds” and I couldn’t have said it better myself. Putting on the On Running gear felt like sinking into a soft pillowy cloud and to be honest I didn’t take it off for days after our trip.” Amelia Le Brun
“Thank you so much for this truly unique and wonderful experience, for the care and thought you have put into every fine detail of this retreat, the rejuvenation of my mental and physical wellbeing.” Andrew Jackson