Hi-Tec the sportswear company has attracted over 4 million people on YouTube through a hoax viral campaign. The 3 minute viral, created by Amsterdam-based ad agency CCCP, shows three men walking on water whilst practicing ‘Liquid Mountaineering’.
Hi-Tec’s head of marketing, Simon Bonham said “The idea was to take a traditional form of marketing and totally turn it around on its head, in the process capturing the fun, spirited side of our brand.”
I think that the viral is extremely clever, as there is a lot of subconscious reinforcement of the brand occuring whilst the viewer is being entertained (i.e brand values based upon what the men are saying). I instantly fell in love with the campaign, it is inspiring and shows how creative advertising can be – very exciting!
Have a wonderful day,