Mountain equipment by Mammut is so good that it can cause loss of common sense. The “Mary Woodbridge” character – an 85-year-old British woman who likes taking her Dachshund, Daisy, for a daily walk and who buys herself a Mammut jacket to keep the weather at bay – was created to make sports people aware of this. This complete novice suddenly wants to climb Mount Everest with her dog – without oxygen – via a new route from base camp direct to the summit.

Website www.mary-woodbridge.co.uk:120,000 visits, 1,056,000 page views, 5’30” visit duration, 550 guestbook entries. Around 300 media reports around the world. Some concerned letters from dog lovers. And five marriage proposals to Mary Woodbridge.