Malaysian Media Awards Winners Showcase

The Challenge
Wonda Coffee was introduced in a market dominated by a long-standing unshakable, giant competitor. Wonda’s aim? To be the 2nd biggest ready-todrink (RTD) coffee brand by using media innovatively.

Insight, Strategy and the Idea
Through a strong collaboration between agencies and client, we worked to break through the category clutter and make Wonda standout in a landscape saturated with canned beverages. In Malaysia, there are artisan brands like Starbucks and CoffeeBean. On the other end, a list of RTD brands considered as “down-market’ of the gourmet segment. Although 83% of coffee drinkers drink RTD at least once a week, they do so grudgingly out of convenience. This left a large opening for Wonda to position itself in the middle, as the “premium and gourmet canned coffee beverage”. Wonda’s audience is young and affluent. They know that enjoying coffee is very much a sensorial experience. The sound of percolating coffee, the sight of it being beautifully, poured its warm touch, the fresh smell filling the air, and the taste of the coffee itself, works together in harmony to deliver a great experience. It was important to deliver this 5- senses sensorial message to our audience effectively. And the print medium had the potential for Wonda’s audience to ‘touch,’ ‘see’, ‘hear’, ‘smell,’ and ‘taste’, up close and personal. We wanted to bring these 5 senses alive, to arouse and excite our consumers about Wonda Coffee!

Media Execution
The “5-Senses Campaign” (5-S) was anchored for 5 days in the NST. We engaged readers by stimulating their five senses. To tease them, we used message blurbs prior to launch to create the anticipation that something big was coming their way. It was immediately followed by the launch of the 5-S print for 5 consecutive days. Each day, we stimulated 1 sense to rise above the clutter:
Day 1. TOUCH: Four-page ad with actual size die-cut pop-up cans.
Day 2. SIGHT: Sponsorship of whole supplements of the paper that required the use of special 3D glasses inserted in the newspaper, to view Wonda content.
Day 3. SOUND: Music box device (stuck into the Wonda ad), that powers-up when in contact with light, plays the Wonda jingle.
Day 4. SMELL: Coffee-scent was used as the ink in the Wonda ad.
Day 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. To augment, other activities supported the 5-S initiative: swap (TASTE), flash mob (SIGHT, SOUND), interactive cinema (SIGHT, TOUCH, SOUND), radio jingles (SOUND), and out-of-home (TOUCH).

Results and Effectiveness
Wonda achieved its initial goalpost with a market share of 4.7%– surpassing 4% goal. Further down, 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).