Increase floor-traffic and sell hiking products.

Launch online-store, increase traffic and drive sales online.

We based this campaign on a physical study written by the Swedish Health Council, claiming that hiking makes people healthier and more alert.

IF HIKING MAKES YOU MORE ALERT, EXACTLY HOW LONG CAN HIKING ATHLETES STAY AWAKE?

We created a competition 'Sleepless at Playground'. Four hiking enthusiasts were employed.

They had two missions: sell products and stay awake.

All customers who bought products from the right hiker won their money back.

A REALLY BAD THING is that Playground had to repay 30% of the customers.

A REALLY GOOD THING is that 75% of the winning customers actually used their money refund to buy more products.

Site traffic increased 8 TIMES, sales went up 137% compared to the same campaign period 2008, conversion rate to online purschase was 10%, time spend on site with brand increased 17 TIMES.

It had never been done before and since it's was an unusual competition, it created great attention.