Malaysian Media Awards Winners Showcase





2012 | |

Mountain Dew — Xtreme Zone Sponsorship

Advertiser: PepsiCo (Malaysia) Sdn Bhd
Brand: Mountain Dew
Creative Agency: -
Credits: -

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Challenge
With many brands targeting the youth audience, the beverage category is highly competitive. While TV is the primary medium for sufficient ad weight with a limited budget, our challenge was to connect with and engage the audience with a difference. We needed an “up-and-coming” event for a partnership.

Solution
The 3rd Putrajaya Hot Air Balloon Fiesta presented a fresh opportunity for a long-term partnership; a branded, cordoned off extreme zone to attract the young audience. We requested for a few more activities to provide visitors an even greater experience of the brand. This was welcomed by the organizer as it ensured that visitors came to enjoy, participate and sample products, and able to purchase value-for-money promotions.

Execution
To keep the investment feasible, we partnered with the organizer for brand presence in their website and circulars to draw crowd to the event, convinced more extreme games booth sponsors to participate, and erected branded OOH sites nearby, around and at the Dew Extreme zone. Mountain Dew enhanced visitors’ experience with extreme activities such as rock climbing, paintball, KMX bike, orbing ride and set-up booths for higher sampling and drive sales.

Results
250,000 visitors turned up, making it the largest on-ground event. 120,000 cups of Dew were served to appreciative visitors. Client saved RM273K in investments and garnered event exposure worth RM6.9mil (ROI 700%). Dew’s Brand Health check reflected positive indicators for ‘Have buzz’, ‘Something Different’ +15%, +18% respectively (Millward Brown April/May’11).