Title	MOUNTEX TOUR BIBLE
Brand	MOUNTEX ALPIN DESIGN
Product/Service	EL CAMINO TOUR BIBLE
Category	A07. USE OR INTEGRATION OF PRINTED CONTENT
Entrant Company	ACG ADVERTISING AGENCY Budapest, HUNGARY
Contributing Company	ACG ADVERTISING AGENCY Budapest, HUNGARY

Name	Company	Position
Péter Tihanyi	ACG Advertising Agency	Creative Director
Zsolt Asztalos	ACG Advertising Agency	Art Director
Márk Fülöp	ACG Advertising Agency	Copywriter

The Campaign

Branded entertainment is getting more popular recently, still there is a great potential on the Hungarian market for the future. The legal environment is in line with the European standards.

Results

Mountex supports all forms of outdoor activities, offering tailor made products and solutions that other competitors don’t. That is why they treat even the religious El Camino pilgrimage as a special hiking experience. So we have invented the El Camino Tour Bible. We designed and handcrafted the first ever Mountex El Camino Tour Bible range. Its unique, durable cover protects the spiritual nutrition of the hiking pilgrims. These special Bibles are available at all Mountex stores, and on the web store as well, promoting the very essence of the Mountex brand.
So a custom made product design can actually work as an innovative image campaign.he campaign was extremely successful and generated a great WOM as well as significant increase of brand equity. We could also increase the market share, brand preference and usage of Mountex offline and online stores. Last but not at least all the El Camino Tour Bible were sold so we had to reorder them and Mountex still keeps it in the product portfolio.

There is a very intense competitive activity in the Hungarian sport&outdoor store category focusing mainly on price and promotions. Therefore there is no clear consumer perception about the different brands on the market. Our aim was to create an image campaign for Mountex outdoor stores to clearly differentiate it from the competitors by lifting the brand above the price and strengthen brand equity. By creating the unique durable El Camino Tour Bible, we provided a tangible manifesto of the Mountex brand essence, right on the shelves of their well known shops - weather in the outdoor stores or at their bookstores.

We created an image campaign to demonstrate that Mountex outdoor store provides the widest range and takes care of even the smallest details related to outdoor activities. So we have invented, designed and handcrafted the first ever Mountex El Camino Tour Bible range. Beyond the impressive instant sales results we managed to build a stronger emotional bonding which was relevant enough to make people choose Mountex rather than a competitive sport store in the future.