CARE Latex made an impact through motor sports

by : papapitt

A drift charity event was held on the 29^th & 30^th of November 2008 in Bukit Jalil carpark A where the funds raise from the drift’ taxi’ ride goes to charity of Rumah Amal Limpahan Kasih. The event, that was organized by Drift.com.my managed to attract a vast number of crowds to the event and everything went smoothly as planned.

Carelatex condom made an impressive and outstanding advertising & promotions idea where the ‘safety helmet’ company sponsored one of well known drifters, Danny Loong for the drift event. Most of the crowds and people in the industry were impress with the company’s action by using the motor sports as a platform for advertising and promotions. Not a norm in the motor sports industry as most of the sponsors in the motor sports industry were mainly from the automotive related products and if it were to be something not from the automotive industry it would be the sports apparels company or energy drink.

Carelatex condom is not a new name in the industry as most of their products can be seen in most of the 7-Eleven outlets thorough out the country. They took up with the idea in seeing that a drift event can easily attract a vast number of crowds, and that this concept is something unique in creating greater awareness of their branding. Not only that, the company played the role of product in support and in conjunction with the World AIDS Day 2008 which falls on the following day of the event, 1^st December 2008.They believe this is something that they much least do for the society at large in creating awareness of the disease and its factor. The car driven by Danny Loong, made its debut with the company the day before this event which he participated in Malaysian Drift Challenge in Cyberjaya.

So far the car had been on mobile through events at different locations from Cyberjaya on 29^th November, Bukit Jalil on the 30^th November and in PLUS Speedway Circuit USJ Subang Jaya last weekend. Not only by having the creative work of art on the race machine but they also distributed free samples of their product to the targeted age group of users.

Root Mean Square Events is the company that had came up with the idea, concept and implementation of this. The Head of Special Projects of Root Mean Square Events, Mohd Hafiz Isa said in an interview, that the concept is something very unique compared to other forms of advertising and promotions where this concept fully utilizes the resources and has greater efficiency in terms of market segmentation and moreover motor sports events is mobile as most of the events are held at different locations throughout the nation. The concept is also cheaper than other forms of advertising campaign and believes that most company especially companies that are not from the automotive industry should consider this kind of advertising & promotions campaign where it is believe to create an impact to the public in a more creative way to give a strong impact.

He told us that the there is mobile service provider company that is in negotiations to implement this concept in near future where this concept is something new and unique compared to the conventional types to create greater impact of their branding and assisting in achieving greater sales target.

Well, we hope there will be more companies exercising this concept as much least supporting the local motor sports arena to a greater growth & development. This by far has proved that the motor sports has undergone a development to greater heights. Bravo!