Brand Campaign 2019
5-hour Energy
Formulating an integrated marketing campaign across social media, OOH and TV to advertise 5-hour ENERGY and introduce the energy-drink to the Hong Kong market.
5-hour ENERGY is an American-brand energy shot. To raise brand awareness as they entered the Hong Kong market, 5-hour ENERGY hired DASH to formulate an integrated marketing campaign that would advertise and market the brand across different media.
sector
food and beverage
work
creative direction / art direction / key visual / headline creative / out-of-home advertisement design / video production and editing / motion graphic / photography / copywriting / social media creative / campaign activation
5-hour Energy
Brand Campaign 2019
Formulating an integrated marketing campaign across social media, OOH and TV to advertise 5-hour ENERGY and introduce the energy-drink to the Hong Kong market.
5-hour ENERGY is an American-brand energy shot. To raise brand awareness as they entered the Hong Kong market, 5-hour ENERGY hired DASH to formulate an integrated marketing campaign that would advertise and market the brand across different media.
sector
food and beverage
work
creative direction / art direction / key visual / headline creative / out-of-home advertisement design / video production and editing / motion graphic / photography / copywriting / social media creative / campaign activation
Challenge.
While other energy drinks exist in the market, most take the form of soda-like cans. The challenge was to differentiate 5-hr ENERGY by emphasising its unique shot-like format. At the same time, its competitors tend to focus their messaging on sports performance and the physical boost your body receives from the product. To differentiate itself, 5-hr ENERGY wanted to focus on the mental aspect of achieving greater focus on work or study.
Design &Creative Concept.
The first step in the project was to create messaging that would highlight the effectiveness of the product and how it gives hard-working people a brain boost after long periods of studying, late nights in the office, or juggling work and family responsibilities. DASH created a tagline in Chinese to emphasise the revitalising effects of 5-hr ENERGY. At the same time, communications highlighted the conveniently-sized small bottles and unique vitamin-B ingredient that adds an extra energy boost.
With the visual design and advertising we leveraged bright yellow – a colour associated with energy, creativity and optimism – to reinforce the energy boost message and make the brand distinguishable from competitors in the market like Redbull and Lucozade that use blue and orange, respectively.
For the integrated brand campaign which covered TV, OOH and social media, DASH leveraged KOLs to create a series of brand videos for use in the marketing. The first KOL was the host of a highly popular Youtube cooking channel and told the story of how 5-hr ENERGY helped him in his day-to-day activities. A graffiti artist leveraged the popularity of the final instalment of the Avengers movies, customising a pair of sneakers with a “Love you 3000” theme with 5-hr ENERGY product placement. The video was widely shared and featured in Facebook groups, achieving high engagement without ad support.
The final element of the campaign was to partner with a travel SIM card provider to advertise the SIM card as an incentive and connect the 5-hr ENERGY brand messages with travel. DASH created a series of travel tips linking the product with various journey situations where you need an energy boost, including getting over jet lag or driving on a road trip. At the same time, DASH collaborated with a popular travel fan page on Facebook to increase impressions and advertise to the product’s desired audience on social media.
Challenge.
While other energy drinks exist in the market, most take the form of soda-like cans. The challenge was to differentiate 5-hr ENERGY by emphasising its unique shot-like format. At the same time, its competitors tend to focus their messaging on sports performance and the physical boost your body receives from the product. To differentiate itself, 5-hr ENERGY wanted to focus on the mental aspect of achieving greater focus on work or study.
Design &Creative Concept.
The first step in the project was to create messaging that would highlight the effectiveness of the product and how it gives hard-working people a brain boost after long periods of studying, late nights in the office, or juggling work and family responsibilities. DASH created a tagline in Chinese to emphasise the revitalising effects of 5-hr ENERGY. At the same time, communications highlighted the conveniently-sized small bottles and unique vitamin-B ingredient that adds an extra energy boost.
With the visual design and advertising we leveraged bright yellow – a colour associated with energy, creativity and optimism – to reinforce the energy boost message and make the brand distinguishable from competitors in the market like Redbull and Lucozade that use blue and orange, respectively.
For the integrated brand campaign which covered TV, OOH and social media, DASH leveraged KOLs to create a series of brand videos for use in the marketing. The first KOL was the host of a highly popular Youtube cooking channel and told the story of how 5-hour Energy helped him in his day-to-day activities. A graffiti artist leveraged the popularity of the final instalment of the Avengers movies, customising a pair of sneakers with a “Love you 3000” theme with 5-hour Energy product placement. The video was widely shared and featured in Facebook groups, achieving high engagement without ad support.
The final element of the campaign was to partner with a travel SIM card provider to advertise the SIM card as an incentive and connect the 5-hr ENERGY brand messages with travel. DASH created a series of travel tips linking the product with various journey situations where you need an energy boost, including getting over jet lag or driving on a road trip. At the same time, DASH collaborated with a popular travel fan page on Facebook to increase impressions and advertise to the product’s desired audience on social media.
