Dial ‘S’ for Sherpa: World Records Still Work

The orginal superlatives
Well well I have been tardy with my reading for a while but now see that the Last Man In Europe (aka Justin) has got himself up the famous Everest and is fraternising with natives and the international extreme sport film etc glitterati in aid of Rod Baber’s Motorola sponsored world record attempt . World record attempts can be hard to pull off and take a lot of organisation (and sometimes luck) but are still one of the most effective PR tactics out there for almost anything. A world record is easy to understand for punters and equally simple for journos to create a story around. However, the ‘high wire’ nature of the tactic can make it a tough sell to clients and plenty of courage is needed all round.  Especially when real danger and frostbite are present.

Making a mobile call from Everest will not been seen by everyone as progress (especially the tin foil hat you’re giving us all cancer brigade). Even in my office the news was greeted by cries of ‘is nothing sacred?!’. However, recent studies have shown that mobile phones have astonishing wealth and hope creating capabilities when deployed in poor or developing countries. If you know what the demand is for your produce in different markets, you can decide whether a bit of travel time is worth it to get a higher price. In parts of Africa, mobile credit is being used as a kind of safe currency in a world where banks are dodgy and the paper stuff is worth less than the ink its printed with. Even the colonised, diluted and enslaved people of Tibet stand to benefit from the march of the magical GSM. It’s up to marketers to keep reminding jaded, comms saturated Western consumers that the mobile is still a revolution in progress.


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