The Dash outfit swap
Dash aimed to revitalize the brand and engage a younger audience. While it was once passed down from generation to generation, that pattern has shifted. And traditional media no longer effectively reached our target group, so we set out to activate the brand in a fresh, contemporary way.
Campaign background
Dash launched new pods that clean clothes in just 30 minutes at 30 degrees. To make this benefit relevant to our younger audience, we chose to meet them where they needed us most, at festivals.
Strategy
Festivals were once all about letting loose and going wild. But in the age of selfies and social stories, looking picture-perfect has become just as important. We tapped into this insight to make Dash relevant to our audience’s lifestyle, helping them enjoy the moment and still look great. With Dash, you can let go and still show up looking fresh.
Creative strategy
Dash believes you shouldn’t have to hold back, you can be wild and look great. That’s why we launched the Outfit Swap by Dash. We created the Dash Festival Suit in collaboration with one of Belgium’s most exciting emerging fashion designers, Jordy Arthur. It’s the ideal festival suit: one-of-a-kind, stain-resistant, weather-proof, with handles for crowdsurfing and extra but protection for the wet meadow.
We designed freedom into a suit. So you can let go without compromising your style.
But we didn’t stop there. It wasn’t just about going all out in our suit, we wanted everyone to feel free to let go, even in their own clothes. Festivalgoers could come to our booth, hand over their dirty outfits, and get the Dash Festival Suit in return. We washed their clothes while they went back out to party, stain-free and stress-free.
For us, it was more than a brand experience, it was a content goldmine. With influencers onboard and our target group at the heart of it all, they didn’t just wear the message, they became the medium.
Results
We showed a new dimension of the brand Dash. Traditional media have their limits in reaching a younger target group so we took the brand to the next level and everyone enjoyed it.
We were the talk of the festival. We even got broadcasted on VRT-news.
Reach at the festivals
280.000 visitors
News
1.570.000 viewers
Earned media value
885.56K euro
Estimated reach
3,97M
Video views
6.11M
Likes
35.81K
Best of all: 380 walking billboards.
And loads of content to be used during the year.