UM Germany and Ecco Shoes launched the new line of Ecco\u2019s Sculptured 75\u2019s 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.<\/p>\n
The UM Brand Experience team created an Ecco-branded vertical catwalk down Park Inn Berlin, the city\u2019s highest building, standing at 410 feet (125m). \u00a0Ten thrill seeking models presented the Ecco shoe collection while strutting, spinning and twirling down the \u201cSculptured Fashion Walk\u201d in an artistically choreographed performance \u2013 smashing the old record for an accumulative abseil by over 7,800 feet (2,377m).<\/p>\n
UM chose this unique way of presenting the new Sculptured 75\u2019s 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).<\/p>\n
Ecco was amazed by the clear strategy, the unique idea and the precise implementation of the launch and praised UM several times \u2013 even publicly on their Facebook page.<\/p>\n
After the event, the client directly assigned UM Germany to create further engaging event and branded content concepts for their spring collection in 2014. \u00a0So watch out for what comes next.<\/p>\n
Kudos to the talented UM team working on this project: Florian Lina (Brand Experience Director), Anne Hartwig (Senior Portfolio Manager), J\u00f6rg Pommeranz (Brand Experience Manager) and Karina Koenen (Junior Brand Experience Manager).<\/p>\n
UM Germany and Ecco Shoes launched the new line of Ecco\u2019s Sculptured 75\u2019s 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.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-714","post","type-post","status-publish","format-standard","hentry","category-global-newsletter"],"acf":[],"yoast_head":"\n