The Unofficial Energy Source
4. Outdoor Kancils [4.8 Best use of Cultural Insights in Outdoor]
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Links:
https://www.instagram.com/reel/DPipqBAiUc3/
Product/Service:
Energy Drink
Client:
Eastroc Beverage (Malaysia) Sdn Bhd
Brief:
As a challenger brand, Eastroc didn’t have the budgets or visibility of big brands. And with the Kuala Lumpur Standard Chartered Marathon around the corner, every inch of ad space and social attention was already claimed by official sponsors with massive spending power. We had little to no way to buy visibility or share the spotlight.
As a brand built on energy, we knew we had to show up.
Solution:
We understood that marathons don’t just test bodies, they test minds too. Runners battle self-doubt, fear of failure, and a voice that says, “Stop.” So we showed up where energy mattered most: in the minds of runners.
Armed with only placards, we took the opposite approach of every other brand at the Kuala Lumpur Standard Chartered Marathon. Instead of slapping our logo on ads, we put our spirit into motivation.
We created handmade signs featuring cheeky, relatable ‘kata-kata bertenaga’ (words that energise), with only one hint of our identity: the word ‘tenaga’ (energy) and a bottle of Eastroc in hand.
We placed these signs along the route where runners needed encouragement most. They didn’t see it as advertising, they saw it as support. Some smiled, some laughed, and even shared the signs.
Where big brands bought visibility, we earned memorability and became The Unofficial Energy Source.
