Boulderwelt:
Together to new heights at half price.
The student target group is young, active, and open to new experiences—perfect conditions for Boulderwelt to score with a targeted campaign at university locations. With an attractive “2 for 1” bring-a-friend offer, Boulderwelt specifically addresses 18- to 29-year-olds and invites them to discover the climbing gyms in Hamburg, Dortmund, Karlsruhe, Munich, and Regensburg together with friends. The offer hits the mark with the target group: trying things out together, fun, and exercise—and all of that for half the price?
“Bring-a-Friend” campaign on campus!
Key Facts
- Campaign start: Winter semester 2025/26
- Presence at 5 university locations with a Boulderwelt branch (Hamburg, Dortmund, Karlsruhe, München, Regensburg)
- Target group: Students (18–29 years)
- Offer: “2 for 1” – Bring-a-Friend promotion
- Advertising materials: Posters (DIN A0, CLP), DOOH
- Channels: advertising + TikTok
Idea
- Bouldering together as an experience for young, active students
- Leveraging the social moment: Activating friends together
- Leveraging the social moment: activating friends together
Goals
- Leveraging the social moment: activating friends together
- Attract new visitors to Boulderwelt
- Create a positive brand experience through a shared experience
- of physical activity, fun, and social interaction
Strategy
- Local focus: campaign delivery exclusively at university locations with a Boulderwelt branch
- Out-of-Home presence: Large-format posters (DIN A0, CLP) on campus
- Digital visibility: DOOH spaces in high-traffic areas such as cafeterias and entrances
- Social Media: Campaign extension on TikTok to address the digitally savvy target group
Take Aways
- High visibility through targeted placement on campus
- Strong activation through an attractive “2 for 1” offer
- Directly addressing the target group with minimal wastage
- Combination of physical presence and digital reach
»Our sport is very dynamic and perfectly suited to the target group of students. In 2019, we launched the first campaigns on campus with Deutsche Hochschulwerbung for our bouldering gym in Dortmund.
We now promote our offering nationwide and reach students not only with DOOH, posters, and promotions on campus, but also at popular touchpoints such as the gym or on social media.«
Martin Peinsipp,
Marketing Manager at
Boulderwelt GmbH
52%
The active boulderers were inspired by friends to try the sport.
Source: Online survey among 1,247 boulderers in the DACH region, Statista 2020.
Impressions of the campaign on campus:
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