Hi-Tec Sports, the British sports and outdoor brand, asked CCCP to develop a viral campaign for their water repellant shoes.
Dubbed ‘Liquid Mountaineering’ the short ‘documentary’ style film depicts three extreme sporters running on water wearing Hi-tec shoes.
“We wanted to create a piece of entertainment around our hydrophobic footwear and get people talking about the brand again.”
Said Simon Bonham, head of marketing at Hi-Tec Sports.
The viral has featured on thousands of blogs and had 4 million views on You- Tube to date. The Sunday Times called it “one of the cleverest hoaxes on the internet this year”. TV coverage of the film has included Japan, Brazil, Germany and the USA.
Eelco Keune CCCP founder added “Being able to tell an unbelievable story in a convincing way has truly made Liquid Mountaineering a global phenomenon and put the Hi-Tec brand in a totally new light.”
According to AdAge, the viral "pretty much sets the bar for 'earned media' when it comes to web video." The film entered their Viral Chart at the number 3 spot last week.
It has caused a You Tube sensation with many copycat ‘ Liquid Mountaineering’ films popping up.
The Director was Gerrit Willemsen (Czar Amsterdam).
