High Sierra engages youth with #TakebackMondays

The digital campaign aims to change perception of youngsters towards Mondays.

We all hate Mondays. Don't include adventure lifestyle gear manufacturer High Sierra in that category, though. It has launched a social media campaign #TakebackMondays engaging young adventure seekers.

The campaign that kick-started on 25th May 2014, aims at changing the perception of the youth towards Mondays. The adventure Monday concept showcases High Sierra's brand identity - active lifestyle, spontaneity and adventure seeking.

Targeted at young adventure enthusiasts in the age bracket of 25-35 years, High Sierra's new campaign emphasizes '#TakebackMondays' as its core campaign message. Conceptualised by Eccentric Engine, the campaign consists of three videos of selected youngsters experiencing adventure activities like scuba diving, white water rafting and skydiving on a Monday. At the end of these videos the viewer gets to register on High Sierra's micro site for a similar adventure party to be held this month.

All the videos are being promoted across High Sierra's social media channels including Twitter and Facebook with the hashtag #TakebackMondays. The Scuba Diving video was published on YouTube on May 23 and has already crossed 2 lakh views. The White Water Rafting video has crossed 4 lakh views since it was uploaded on YouTube on May 31. The Bungee Jumping video has garnered the most number of views crossing the one million mark since June 7.

Speaking about the campaign, Anushree Tainwala, marketing director, Samsonite, South Asia, says, "As part of our consumer research, the most popular insight that emerged 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 idea of the campaign, Tainwala says that 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 an action-packed Monday with a surprise escapade. Our films, backed with strong social activation, aim to rekindle that suppressed wanderlust and push the real adventurers to take back their Mondays with us," she adds.

Since the time it was launched in 1978, High Sierra has been associated with adventure sports and events across the world. Says Ankit Mishra, chief, brand strategy, Eccentric Engine "The entire campaign is designed to make your Mondays better and make you realize that it is never a bad time to take your bags and escape on an adventure."