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High Sierra launches '#TakebackMondays' campaign

The campaign, conceptualised by Eccentric Engine, aims to change the perception of the youth towards Mondays

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High Sierra launches '#TakebackMondays' campaign

High Sierra launches '#TakebackMondays' campaign

The campaign, conceptualised by Eccentric Engine, aims to change the perception of the youth towards Mondays

BestMediaInfo Bureau | Delhi | June 12, 2014

High-Sierra-campaign Click on the image to watch the Video.

Adventure lifestyle gear manufacturer, High Sierra, has launched a social media campaign – #TakebackMondays – to engage young adventure seekers. The campaign, managed by Eccentric Engine, kicked off on May 25, 2014, with the aim of changing the perception of the youth towards Mondays. The 'Adventure Monday' concept resonates High Sierra's brand positioning of “active lifestyle, spontaneous and adventure seeking”.

Targeted at young adventure enthusiasts in the age bracket of 25-35 years, the campaign emphasises #TakebackMondays as the core message. High Sierra has created three videos of selected youngsters experiencing adventure activities like scuba diving, white water rafting and sky-diving on a Monday. At the end of these videos the viewer gets to register on High Sierra's microsite for a similar adventure party to be held in June 2014.

Anushree Tainwala, Marketing Director, Samsonite South Asia, said, “As part of our consumer research, we reached out to our social audience to understand their highs and lows. Amongst various things, the most popular insight was that Mondays are a real low point for most young working professionals, especially after an amazing weekend. We played on this insight to create an adventure opportunity that was true to the High Sierra brand values.”

Explaining the concept further, she added, “High Sierra bags represent an attitude that reflects an active outdoor lifestyle and adventure in the most mundane daily tasks. #TakebackMondays gives adventurous youngsters a chance to experience just this, an action-packed Monday with a surprise escapade. Our films backed with a strong social activation aim to rekindle that suppressed wanderlust; and push the real adventurers to take back their Mondays with us.”

Ankit Mishra, Chief, Brand Strategy at Eccentric Engine, explained, “The desire to escape on an adventure is felt most on a Monday morning, is what we realised. We wanted to highlight High Sierra as the brand that enables it for you. The entire campaign is designed to make your Mondays better and make you realise that it is never a bad time to take your bags and escape on an adventure.”

Over the years, High Sierra has been associated with a lot of adventure sports and events across the world. High Sierra designs feature-rich, versatile adventure lifestyle gear for adventurers everywhere.

The Videos:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Eccentric Engine, Mumbai

Creative team: Ankit Mishra, Anvi Doshi, Ritesh Waingankar

Account Management: Jasmine Chabria

Strategic Planning: Ankit Mishra

Production House: Blue Magic Films, Mumbai

Executive Producer & Creative Director: Aamir Rizvi, Amardeep Galsin

Films Manager: Monisha Thyagarajan

Director: Imraan Shamsi

Producer: Monisha Thyagarajan

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