Execution

We realised that Indians don’t care much for adventure sports. Probably because there’s a lack of awareness about safety, facilities or how fun adventure sports can be. So our strategy was to a) show our target audience how thrilling adventure sports can be b) get them interested enough to ask questions, which would then lead them to Adventure 18 – a gears and getaways company. The simple solution was to show people how exciting adventure sports can be, and the office is not the place to be. We employed Window Washers, attired in adventure gear, to do our communication for us. Never before, in India, have window washers been used to communicate a message. More importantly, the dardevilish element of what window washers fits perfectly with the brand that’s trying to communicate the thrill of adventure sports. Results: 1. 30% increase in Facebook likes. 2. 80% increase in store walk-ins. 3. 120 % increase in store call-ins. 4. The time spent on the Adventure 18 website grew from an average of 1 minute to 5 minutes. 5. $10,000 dollars worth of free media impressions. 6. Cost of activity: $200(hiring the window washers)