Showcasing: Advertiser of the Year

The Challenge
Wonda’s launch woke up the giant competitor. Here’s how we surge stronger among the clutter.

Insight, Strategy and the Idea
Agency discovered an opportunity in InternationalCoffeeDay (ICD)—a global event that’s not owned by any brand in Malaysia. Owning ICD is Wonda’s ticket to elevate its credentials as a coffee expert and to build affinity with the coffee lovers in Malaysia. We wanted a campaign large enough to be noticed, for people to talk about. Research show people remember things better if it stimulates the 5 senses: eyes, ears, nose, touch, and taste.

Strategy: Wonda will heighten the sensorial experience in a controlled environment that we can closely monitor, and control stimuli to amplify the experience. No other out- of-home option was more fitting than trains. The idea: 5-Senses Train, a true Wonda 5-senses experience.

Media Execution
We know enjoying coffee is very much a sensorial experience. We wanted to arouse the interest of our consumers using their senses (5-S), to bring upon coffee sensorial journey: • Sight – Entire carriages covered in Wonda visuals. • Smell – Time-controlled scent diffuser installled to put a whiff of Wonda aroma in the air • Sound – Wonda jingle played with every on-board announcement. • Touch –Wonda discount vouchers were hung on the hand rails, which consumers can redeem Wonda Coffee at myNEWS outlets. • Taste – Sampling at stations to complete the sensorial journey. The execution is a FIRST in Malaysia and it shook the category, helping solidify Wonda in consumers’ minds.

Results and Effectiveness
96% of the vouchers redeemed! 9 out of 10 people to want to try Wonda. Sales figures were up by 109% vs previous month; overall, a whopping 250% increase in market share, from 8% to 20% when campaign ended. People are indeed talking about it, with RM1.3 million worth of earned media despite zero PR spends.

The Challenge
Tropicana, the world and Malaysia’s #1 juice brand, is experiencing sales decline in 2014 and competitors are challenging its juice credentials. This is how it reversed the decline by increasing consumption occasion, and juicing up its image.

Insight, Strategy and the Idea
Insights show that more than 70% of Tropicana’s audience is exposed to newspapers every day, with 50% using it as main source of news and information. With two of the biggest festive periods already over, there are no major consumption occasions to leverage on.
To demonstrate Tropicana’s dominance as the market leader, we thought:
why not we create our own festival?
The idea: painting the town orange with TROPICANAFESTIVAL—a celebration to show the leadership of Tropicana, and amplifying its credentials as the juice authority.

Media Execution
Hijacking newspapers have been done countless times from cover to wraps. We elevated
the innovation many times over by placing Tropicana on every single page of BeritaHarian and NST—an execution worthy of Tropicana’s world leader status: to be the news. We built suspense with multiple teaser blurbs on the cover page, and we launched the campaign by turning the entire newspaper ORANGE, and print ads from cover to cover, page-after-page- after-page. Accompanied print campaign is the editorials to educate the consumers on the juice benefits, to boost juice-drinking culture and to strengthen credentials. Literally, Tropicana became news that no other competitors have previously done.

Results and Effectiveness
TropicanaFestival in September resonated well with consumers as a juice “Octoberfest”. Modern trade, a key distribution point, saw massive growth of 40% vs the same period 2013! Campaign garnered RM2.8 million PR value in both print and TV, and 200% more talkability on social media despite investments of only RM450,000. TropicanaFestival served as a springboard for TropicanaTwister to further strengthen its number 1 status in Malaysia, just as it is in the world.

The Challenge
Wonda Coffee was introduced in a market dominated by an unshakable,
competitor. Wonda’s aim? Become the 2nd biggest ready-to-drink (RTD) coffee
brand by using media innovatively.

Insight, Strategy and the Idea
In Malaysia, there are artisan brands like Starbucks. On the other end are RTD brands considered as “down-market’ of the gourmet segment. This left a large opening for Wonda to position itself as the “premium and gourmet canned coffee beverage”. Wonda’s audience is young and affluent who enjoys as a sensorial experience like the sound of percolating coffee, the sight of pouring, etc. It was important to deliver this 5-senses sensorial message, and print had the potential to amplify it. Idea: bring the 5 senses alive!

Media Execution
The “5-Senses Campaign” (5-S) ran for 5 days in NST. We stimulating readers’ five senses for 5 consecutive days. We stimulated 1 sense each day to rise above the clutter:
1. TOUCH: Four-page ad with actual size die-cut pop-up cans.
2. SIGHT: Sponsorship of supplements section that required the use of special 3D glasses to view Wonda content.
3. SOUND: Music box device (stuck into the Wonda ad), that powers-up when in contact with light, plays the Wonda jingle.
4. SMELL: Coffee-scent was used as the ink in the Wonda ad.
5. TASTE: Full page ad with a cut-out coupon offering a can of Wonda for only 10 cents, redeemable at any 7-11. This drove trial.

Results and Effectiveness
Wonda broke its own goal! As of June 2014, its market share grew to 8.9%, cementing its 2nd ranking among RTD coffee brands. 5-S was entered into the Malaysia Book of Records for “First Print Ad Campaign Using Five Senses”, recognizing its truly unique media execution. Combined media investment generated media coverage of nearly RM3.2 million largely from print and television coverages (newscasters & talk shows featuring 5-S).

The Challenge
Tropicana, the world and Malaysia’s #1 juice brand, is experiencing sales decline in 2014 and competitors are challenging its juice credentials. This is how it reversed the decline by increasing consumption occasion, and juicing up its image.

The Solution – Insight & Idea
Research showed that 65% of Tropicana’s audiences are glued to the television daily, many of them Astro loyalists. With two of the biggest festive periods already over, there are no major consumption occasions to leverage on. To demonstrate Tropicana’s dominance as the market leader, we thought: why not we create our own festival? The idea: painting the town orange with TROPICANAFESTIVAL—a celebration to show the leadership of Tropicana, and amplifying its credentials as the juice authority.

The Execution
To amplify TropicanaFestival, agency recommended dominating Astro with a series of executions across their channels. Branded skin was created in Malay and English channels to push awareness on TropicanaFestival. For maximum impact branded skin only happened in wide- reaching, target-relevant channels in Ria, Prima, Warna, AXN, KIX & Diva. The campaign was supported by massive logo bugs all over Astro high ratings channels and primetime programs to ensure we paint the town orange! We garnered exclusive news coverage from Awani to extend reach. Astro turning into Tropicana orange became news that no other competitors have previously done.

The Results
Tropicana Festival in September resonated well with consumers as a juice “Octoberfest”. Modern trade, a key distribution point, saw massive growth of 40% vs the same period 2013! Campaign garnered RM2.8 million PR value in both print and TV, and 200% more talkability on social media despite investments of only RM450, 000. Tropicana Festival served as a springboard for Tropicana Twister to further strengthen its number 1 status in Malaysia, just as it is in the world.

The Challenge
Wonda’s launch woke up the giant competitor. Here’s how we surge stronger among the clutter.

The Solution – Insight & Idea
Insight: Everyone loves celebration, and everything imaginable seems to have its own day, including coffee. In fact, there’s InternationalCoffeeDay (ICD)—a global event that’s not “owned” or widely celebrated by any brand in Malaysia.
Strategy: Agency discovered an opportunity in ICD—a global event that’s not “owned” or widely celebrated by any brand in Malaysia. Owning the ICD is Wonda’s ticket to elevate its credentials as a coffee expert and to build affinity with the coffee lovers in Malaysia. We would like to make the celebration widely known and accessible for people to experience Wonda at multiple touch points. How? We deliver Wonda coffee to your doorstep!

The Execution
This is a Malaysian first, utilizing MyTeksi to deliver Wonda coffee celebration packs to your doorstep. We had total 2000 packs to be given away absolutely free. MyTeksi app was altered to accommodate this special delivery service on the day, a dedicated “Wonda Coffee” tab was created, a simple click on it, consumers can opt to have the coffee pack delivered to themselves to a friend, or to anyone they wish. Not only was the partnership with MyTeksi the conduit to consumers, Wonda marked ICD as its own. This service was offered across Klang Valley, Penang, JB and even in East Malaysia—one of the biggest region for Wonda Coffee.

The Results
40,000 requests via MyTeksi in just 5 days, and that’s 160,000 sampling & conversation opportunities (1 person approximately telling 4 people about the sampling). People are indeed talking about it, because it had RM1.3 million worth of earned media despite zero PR spends. Sales figures were up by 109% vs previous month; overall, a whopping 250% increase in market share, from 8% to 20% when campaign ended.