Fastrack to hell

Cashing in on the doomsday prophecy of the world ending on December 21, Fastrack has launched a digital campaign, Make Hell Cool, to engage with target consumers.

Live life to the fullest without any remorse, seems to the agenda of watch and fashion accessories brand Fastrack. In its latest campaign 'Make Hell Cool', the brand taps into the Mayan prophecy about the world ending on December 21. The brand, with the tagline 'Move on', urges people to sin and enjoy the afterlife in hell.

Created by Bengaluru-based Fisheye Creative Solutions, the campaign has been rolled out in the online medium through an exclusive website, www.makehellcool.com. The portal welcomes youth to write their own or their friends' obituaries, confessions about dark secrets and their last words before transporting to hell. The campaign intends to help people to live their last days on the planet in a blasphemous manner.

Launched late last week, the campaign will continue till (no surprises) December 21. While the website is designed and put up by BinaryBulb, the video production is by LiTTiL WORKS.

The campaign is promoted not only digitally via banners and posts but also on outdoor in half a dozen metros, with dramatic visuals of dying models wearing Fastrack products. On radio, Radio One has been promoting it through contests in these cities. Fastrack's limited edition End of The World gear, specifically created for the campaign and carrying 21.12.12 date on them, are being given away to winners daily. A grand prize winner will also be chosen by the Fastrack team after sifting through the entries in the website. The winner will get a free ticket to attend the Koh Samui full moon party in Thailand.

Simeran Bhasin, head, marketing and retail, Fastrack, says,
"We were looking for ideas to make Fastrack relevant for the end of world, as youth seemed interested about the prophecy and it had become a buzz word. Besides, our target group is not the squeaky clean, goody-two-shoe lot and so, the campaign fit in perfectly."

In fact, the brand's video went live on Tuesday, clocking a claimed 25,000 views by 1 pm.

Agreeing with her, Dave Banerjee, CEO and strategy head, Fisheye Creative Solutions says that the agency saw rumours about the impending apocalypse as an opportunity. It had a week to conceptualise and create the campaign, which asks youth to join Fastrack in making hell the wildest, coolest party ever. While the campaign speaks about doomsday, it is certainly not gloomy, Banerjee points out.

The brand expects the biggest push for engagement to happen in the next three days. Although Bhasin did not divulge the spend on the campaign, it is learnt that it was prepared on a shoestring budget.

Fastrack is a sub-brand of Titan Industries and was set up in 1998 in the low-cost segment. The brand has positioned itself as youth-specific in the last seven years, with its target group comprising youth in the age group of 18-21 years.

Besides wrist watches, the brand also offers sunglasses, bags, belts and wallets. This year, the brand also expanded its product category by including motorcycle helmets, footwear and apparel.