YHA - Virtual Reality Climbing Wall
YHA is not for everyone. But with their amazing locations, they are a natural fit people that love the great outdoors.
As a not-for-profit organisation we didn't have huge budgets. So we're strategic with who, how and when we targeted people.
We put Virtual Reality headsets at the top of 3 climbing walls in Sheffield, London and Surrey. When climbers wore them, they could experience what it would be like to be at the top of a real mountain climb.
The breathtaking 360 images in the VR headsets were crowd-sourced from YHA hostel managers, who had filmed their real climbing adventures in their local area.
We also stencilled simple ads on outdoor running tracks as well as placing stickers running machines and bikes at gyms.
The campaign is still running. But so far there has been an YOY increase of £1 million of revenue.