| Title | THE 36-HOUR DAY |
| Brand | TEERATH & CO |
| Product / Service | DARK DOG |
| Category | A08. Use of Social in a Media Campaign |
| Entrant | Y&R SINGAPORE, SINGAPORE |
| Entrant Company | Y&R SINGAPORE, SINGAPORE |
| Advertising Agency | Y&R SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | Y&R Singapore | Chief Creative Officer |
| Katherine Khor | Y&R Singapore | Senior Art Director |
| Colin Koh | Y&R Singapore | Copywriter |
| Farrokh Madon | Y&R Singapore | Copywriter |
| Wendy Koh | Y&R Singapore | Digital Producer |
| Hazel Loke | Y&R Singapore | Digital Project Executive |
| Charmaine Wong | Y&R Singapore | Agency Producer |
| Ho Jie Wei | Y&R Singapore | Account Executive |
| Rita Diria | Y&R Singapore | Account Executive |
| Chew Fung Wee | Y&R Singapore | Senior Account Executive |
| Keith Tan | Acornbytes Singapore | Programmer |
| Chris Sim | Acornbytes Singapore | Programmer |
| Steve Sim | Acornbytes Singapore | Programmer |
At the end of the day: 84,000 miles were travelled. Over 80% increase in Online Brand Awareness. We gained celebrities support and as a result increased interaction with the campaign.
The contest ran on Facebook. In Phase 1, contestants nationwide vied to show how they could maximize fun with Dark Dog. The Facebook online community voted. In Phase 2, the Top 3 contestants from Phase 1 were sent to spend a day in an Asian city. MISSION: Have as much fun as you can and share it on Facebook. Then they were off across the International Date Line to relive the day in America, where they once again maximized fun. The 12-hours saved by crossing the International Date Line let them live a 36-hour day. In Phase 2, the winner was based on the total number of 'Likes' for all the Facebook posts posted by each contestant during the 36-Hour Day. The one with the most 'Likes' won a chance for even more fun: A free round-the-world trip.
Dark Dog may be the No. 1 energy drink in France. But it was a new product with no brand awareness in Singapore. We needed to bring alive the brand's proposition: MORE ENERGY. MORE FUN. Gaining and losing time when they travel westwards is a part of life for all Asian travellers. We turned it into a fun-packed extra-long day that would resonate with the youth in Singapore.