THE Brief

GATSBY sought our help to launch its GATSBY Dance Competition in the Asian region. The challenge was that street dancing is not popular in Malaysia, and recruitment was even more difficult as the event was only open to students.

The Strategy

To further achieve GATSBY's goal of engaging target audiences within a niche group, we used the mobile app medium for recruitment strategies. We created a useful and informative App to host all event information and participation tips so users could always keep up to date with the competition. Stand-out features include a music player that allows users to select their own dance practice music to be played through the App. The App was also designed to buzz users with event notifications and news to keep them abreast of the latest competition information and on-ground tour schedules.