Gatsby: 5th Dance Competition

Elaine Loh

Campaign details

Brand owner: Mandom Malaysia
Agency: Monster Interactive
Country: Malaysia

Executive summary

This case study showcases the GATSBY 5th Dance Competition (GDC), an event organised by Mandom Corporation along with their key partners and sponsors, in which they search for Southeast Asia's best student dancers. Every year, eight finalists from eight different countries, each having emerged as the champion of their country, compete against each other in the ultimate Japan Asia final. Malaysia was one of eight countries able to find a champion to represent it in the final. Monster Interactive, the official digital agency for this event, took it to a whole new level. In just eight months, the GATSBY Dance Competition Facebook fan base increased by over 100%, from 25,894 to 52,325, with a 500% increase in GATSBY digital exposure.

Market background and business objectives