Malaysian Media Awards Winners Showcase

2013 | |

Dashing – Reigniting the flame ‘In The Dark’

Advertiser: WIPRO UNZA
Brand: Dashing
Creative Agency: Visual Earth
Credits: Vicky Tam (Business Director), Joanne Chong (Planning Director)

Dashing’s reputation as the #1 brand has given way to the perception that it is outdated. We needed to innovate to cut through other competing brands that spend up to 5X that of Dashing. Dashing was looking forward to something beyond the norm to add excitement to their brand. 

In conjunction with their newly launched skincare regime, we researched the preferences of our target audience. We identified most males nowadays are metrosexuals and pay a lot of attention to their appearance, yet they are still action-oriented. Proprietary insights indicated young Malay males love sports. Futsal had a strong relevance to both players and spectators. We turned this sport into an electrifying platform to succeed in achieving the challenge. 

Think of TRON, Malaysian style! Creating history in Malaysia, we introduced Neon Futsal by Cabaran Skor Dashing. We collaborated with media owners to promote a redefined futsal experience by playing in the dark. Dashing needed to change perception of their brand; players were challenged to play with fluorescent futsal gears and UV lights. The idea was to incorporate skills with a cool factor to the game which resonated extremely well with the brand proposition. 

Cabaran Skor had an overwhelming 100 teams participate nationally. The sales increased by 20% within 3 months. “Dashing for Men” Facebook page improved by three folds to more than 15,000 people. We garnered earned media value at RM 2 million – 5 times more than the campaign budget!