| Title | TAKE BACK MONDAYS |
| Brand | HIGH SIERRA |
| Product / Service | BACKPACKS |
| Category | D01. Online Video |
| Entrant | ECCENTRIC ENGINE Mumbai, INDIA |
| Entrant Company | ECCENTRIC ENGINE Mumbai, INDIA |
| Advertising Agency | ECCENTRIC ENGINE Mumbai, INDIA |
| Media Agency | INTERACTIVE AVENUES Mumbai, INDIA |
| Production Company | BLUE MAGIC FILMS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Ankit Mishra | Eccentric Engine | Creative Director |
| Varun Shah | Eccentric Engine | Account Director |
| Shilpa Agarwal | Eccentric Engine | Copywriter |
| Jasmine Chabria | Eccentric Engine | Account Manager |
| Ritesh Waingankar | Eccentric Engine | Graphic Designer |
| Varuna Dhankute | Eccentric Engine | Graphic Designer |
| Vishesh Jeswani | Eccentric Engine | Art Director |
| Abdul Rehman | Eccentric Engine | Web Developer |
| Sadaf Khan | Eccentric Engine | Web Developer |
High Sierra approached people on streets of Indian cities on Monday mornings and offered a free adventure if they bunked their office on a Monday. Those who agreed were awarded adventures like Bungee Jump, Scuba Dive and Rafting. Experience was captured on videos. Anyone viewing the videos on Youtube got a chance to attend the ‘Monday Party’ organized by High Sierra. Applicants were screened, shortlisted and taken to the day-long party on a Monday. Party had a lot of adventure activities that helped them beat the Monday blues.
High Sierra garnered over 30 million Social Impressions during the campaign and became the #1 spoken about Backpack as well as adventure Brand on Social Media, during the entire Campaign Duration. Post campaign, the sales of High Sierra products increased by 15% during the subsequent month. There was a 25% increase in sales from online retail partners, such as Flipkart, Myntra and Jabong, which could be directly attributed to the Digital Campaign.
High Sierra (a backpack brand) wanted to establish itself as an enabler for Adventure Seekers in India. Target Audience consisted of Young Working Professionals between the age of 21-35 who love adventure but do not get enough of it due to their jobs. Monday is the most hated day of the week. Monday is when you miss your adventure as it signals return to routine. We decided to ‘Take Back Mondays’ by giving people a chance to win a free adventure if they dared to bunk their work. Thus, High Sierra aimed to connect with its audience as an enabler of their adventure.