To target students with a special daytime offer, using one single outdoor board, located at a central spot at the University of Oslo subway station. The wall had no message or visuals other than authentic climbing handholds. When someone tried to grab a handhold, or climb the wall, the handholds (attached with Velcro-tape) instantly came off, revealing the message on the backside of the handhold: 'So, you wanna climb? Replace the handhold, bring your student ID, and we’ll offer you two hours of daytime climbing for NOK 25.'

This one single outdoor board, kept active for four days, resulted in a 10% increase in primarily daytime sales in February (month of offer).