As it is the award season, we’d like to recognise a great marketing campaign by French company Soprema (1). Soprema make waterproofing membranes used in building construction. Their logo is also a woolly mammoth.
A Beast of a Marketing Campaign
The CEO, Pierre-Etienne Bindschedler, spent €548,250 (c. £500, 000) buying giant woolly mammoth skeleton in an auction in December 2017 (2). According to Mr. Bindschedler, the decision was partly motivated by the fact that his company’s logo is a woolly mammoth. Also by an intention to display the mammoth in the firm’s lobby. The story appeared in global media including the Wall Street Journal, the BBC and Daily Telegraph as well as a raft of social media. All generating thousands of pounds of publicity.
About Woolly Mammoths
Mammoths roamed the planet 5 million years ago and just 4500 years ago became extinct. While originating in Africa, the species then moved north and populated most of Eurasia. They also grew to nearly 4m high and 12 tonnes.
A decade ago, this mammoth skeleton turned-up in Siberia where hunting for mammoth tusks is a bit of an industry. This is because mammoth bones are particularly abundant in Siberia. A Siberian hunter found the bones sticking out of the permafrost. The once-in-a-lifetime discovery was due in part, to climate change. This makes Siberia’s permafrost thaw and melt quickly. They are also tend to be well preserved, as a result of the extreme cold and sedimentary conditions. Thus the skeleton is almost intact.
1. Creativity is vital for successful marketing campaigns
While conventional advertising or marketing campaigns might better convey a brand message, its impact would however be limited to a few weeks. Further, the money would also be spent once and then gone forever. In contrast, a mammoth is an investment with potential to increase in value, and even add to the balance sheet. In addition, it makes an interesting discussion topic at sales meetings. And could also realise even more publicity if it was sold in the future.
2. We just hope that the status of the beast isn’t a portent for bad times.
1. Soprema is a world leader in the development and manufacture of waterproofing membranes, and also roofing and insulation. It has production plants, subsidiaries and distributors covering 80 countries and 5 continents.
2. Claude Aguttes, auctioneer, 16 Dec 2017