Brand Campaign 2020
5-hour Energy
5-hour ENERGY hired DASH for it’s 2020 Hong Kong campaign, undertaking the next phase of the brand’s strategy after introducing the brand and raising awareness in the market in previous years. The project included creative direction, art direction, video production and editing, motion graphic, photography and copywriting.
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
5-hour Energy
Brand Campaign 2020
5-hour ENERGY hired DASH for it’s 2020 Hong Kong campaign, undertaking the next phase of the brand’s strategy after introducing the brand and raising awareness in the market in previous years. The project included creative direction, art direction, video production and editing, motion graphic, photography and copywriting.
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
Challenge.
In previous marketing campaigns, DASH first focused on introducing the product and raising awareness in the market. The next phase involved communicating the product’s unique selling point. While most other energy drinks focused on the physical boost, DASH leveraged the product’s mental boost helping to differentiate 5-hr ENERGY from its competitors.
Now that both of these messages were well understood and established in the market, the 2020 campaign needed to build on this existing messaging to promote 5-hr ENERGY further. Building on the campaign by taking another angle, DASH decided to focus on another unique aspect of the product – its “instant” effect that delivers a rocket-fast boost of mental energy and focus.
Design &Creative Concept.
To bring the “instant effect” messaging to life, the campaign covered a range of media, including TVC, print ads, social media and PR.
Dash created three TVCs targeting various segments of 5-hr ENERGY’s target market. While the story of each TVC is slightly different, each brings the theme of an instant energy boost to life. By creating high-energy, high-impact content and leveraging editing techniques, visual effects and storyline, each video shows the before and after of taking the product and communicates the key message of an instant energy boost.
The first TVC focuses on office workers, who use 5-hr ENERGY to give them the instant mental boost they need to complete their work day and meet their targets. Another TVC focuses on the work-hard-play-hard crowd, telling the story of a football fan who spends the night up late to watch their favourite football team in another timezone. The character uses 5-hr ENERGY to ensure they are bright and alert the next day at work. The final user segment focuses on university students and young people who enjoy travel but are typically short on cash so may take flights with longer or less appealing itineraries. The messaging focuses on how 5-hr ENERGY can give them an instant boost after a long flight, so they have the mental energy and focus they need to enjoy their arrival in a new place.
In addition to video content, DASH created a series of photos for use across online and offline media. The stock photos are purposefully designed to be general, showing various audience segments – office workers, students and those in need of a mental boost – in ways that can be manipulated and used in different circumstances by adding supporting text, animations or visuals as needed across platforms, PR and media.
Challenge.
In previous marketing campaigns, DASH first focused on introducing the product and raising awareness in the market. The next phase involved communicating the product’s unique selling point. While most other energy drinks focused on the physical boost, DASH leveraged the product’s mental boost helping to differentiate 5-hr ENERGY from its competitors.
Now that both of these messages were well understood and established in the market, the 2020 campaign needed to build on this existing messaging to promote 5-hr ENERGY further. Building on the campaign by taking another angle, DASH decided to focus on another unique aspect of the product – its “instant” effect that delivers a rocket-fast boost of mental energy and focus.
Design &Creative Concept.
To bring the “instant effect” messaging to life, the campaign covered a range of media, including TVC, print ads, social media and PR.
Dash created three TVCs targeting various segments of 5-hr ENERGY’s target market. While the story of each TVC is slightly different, each brings the theme of an instant energy boost to life. By creating high-energy, high-impact content and leveraging editing techniques, visual effects and storyline, each video shows the before and after of taking the product and communicates the key message of an instant energy boost.
The first TVC focuses on office workers, who use 5-hr ENERGY to give them the instant mental boost they need to complete their work day and meet their targets. Another TVC focuses on the work-hard-play-hard crowd, telling the story of a football fan who spends the night up late to watch their favourite football team in another timezone. The character uses 5-hr ENERGY to ensure they are bright and alert the next day at work. The final user segment focuses on university students and young people who enjoy travel but are typically short on cash so may take flights with longer or less appealing itineraries. The messaging focuses on how 5-hr ENERGY can give them an instant boost after a long flight, so they have the mental energy and focus they need to enjoy their arrival in a new place.
In addition to video content, DASH created a series of photos for use across online and offline media. The stock photos are purposefully designed to be general, showing various audience segments – office workers, students and those in need of a mental boost – in ways that can be manipulated and used in different circumstances by adding supporting text, animations or visuals as needed across platforms, PR and media.
