The Brief

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.

Describe how the promotion developed from concept to implementation

We created a 36-Hour Day. The contest ran on Facebook. In Phase 1, contestants nationwide vied to show how they could maximize fun with Dark Dog. The 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.