European Championship IRONMAN Germany, Frankfurt.
The Biestmilch team attended the sportexpo like every year since the implementation of this race. But it was the first time that we were out in the open with our new concept which is a quite unusual one for a product presentation. The responses were split, stretching out between enthusiasm and total lack of understanding.
We polarized, and, we wanted to polarize, we achieved our goal.
The experiences we made taught us a lot. Our problem focussing concept searching for athletes with ailments is very promissing but we have to reconsider the context of confronting people with our experimental approach.
Nevertheless, again and again the athletes were surprised when they became aware of the potential of biestmilch. During the weeks to come, we shall continue our experiment calling in for athletes with health problems.
On Sunday, the raceday we made another experiment. We closed the biestmilch booth by sealing it off as crime scene. People were curiously and confoundedly observing the place. We achieved our goal and caught the bypassers’ attenttion.
Again biestmilch prooved itself as a versatile and dodgy creature.
