BERGHAUS
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The Get Out Game - Black Friday Campaign
GOLD for Best Use of Social Media Channels

An antidote 
to Black Friday

The Get Out Game was designed to go against Black Friday's usual price-cut culture and as an antidote to the chaos of bargain hunting.

Richard Leedham, Berghaus brand president, explains the sentiment:

“Black Friday has become a phenomenon that now seems to last a whole weekend, but this is not a development that reflects the values we hold dear at Berghaus.  Rather than indulge in the discount shopping mayhem, we think that a healthier alternative – for body and soul – is to explore the outdoors. We appreciate that some people might need an incentive to do that, which is where the Get Out Game comes in."


Objectives

- Elevate positioning, make the consumer feel alive by unlocking the outdoors

- Remain premium, move away from discount-led promotion

- Get noticed, achieve cut-through in a crowded competitive retail event

- Build emotional connection, immediate & ongoing consumer engagement
Campaign Images
Social Media Posts
Animated Gif and Cinemagraph
Promotional posts that followers were encouraged to share with friends to win Berghaus gear
Digital Artwork
Campaign Film
Engagement
Throughout the day participants posts were shared on a live feed on Berghaus's website
Experience on the day
Results

- Reached more than 2 million consumers

- More than 27,000 consumers actively engaged with the campaign

- PR coverage was significant including in The Guardian

- More than 300 consumers were inspired to join in the outdoors

- Clear consumer resonance with the campaign, many wild camped, set their alarms for 3am in a bid to find the Berghaus Flag

Metrics vs. KPIs
Credits:

Creative Directors: Katharine Gwen & Sébastien Pons
Art Direction, Photography and Film direction: Sébastien Pons
Filming / Editing: White Partridge Media
Copywriting: Kirsty Allison
Models: Sam @Nevs and Samara McLaren
Co-Production: WALK / HighJam Marketing