Malaysian Media Awards Winners Showcase

The Challenge
Wonda Coffee plays in a category dominated by an unshakable market leader. Despite being the 2nd biggest brand in just 5 months after launch, Wonda is undeterred to further increase its market share.
Challenge: how do you outsmart a market leader with deep pockets and owns every desired media space?

Insight, Strategy and the 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 by any brand in Malaysia.
Strategy: Agency saw an opportunity to celebrate ICD in Malaysia—and for Wonda to own it! The element of surprise is important; we had to keep it low up until the actual day comes, to avoid the market leader stealing the show. Owning ICD is Wonda’s ticket to elevate its credentials as a coffee expert and to buld 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.
The idea: An EXPERIENTIAL CELEBRATION where people can partake, enjoy and share Wonda coffee like never before.

Media Execution
Agency made sure that Wonda engage as many people as possible by creatively using radio, out-of-home, and mobile as sampling & distribution points.
1.FIRST-EVER “5 Senses” Train We know enjoying coffee is very much a sensorial experience. We wanted to arouse the interest of our consumers using their senses to bring upon coffee sensorial journey:
Sight – Entire carriages covered in Wonda visuals.
Smell – Time-controlled scent diffusers installed 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 5 senses journey.
2.FIRST-EVER “MyTeksi Coffee Delivery” Service Utilizing MyTeksi to deliver Wonda coffee celebration packs to your doorstep, total 2000 packs to be given away absolutely free. The app was altered to accommodate this special delivery service on the day, consumers can opt to have the coffee pack delivered to themselves or their friends.
3.Takeover EraFM to “WONDAERA” We renamed Malaysia’s #1 station EraFM to “WONDAERA” from 6AM-12 midnight, and overhauled program with coffee related content.
Café WONDAERA: Coffee chat sessions with 8 celebrities
#WONDAERAFM: Instagram contest using Wonda
Distribution: WONDAERA Cruiser massive sampling

Results and Effectiveness
Wonda outsmarted market leader by reinventing media landscape. We’re there when competition’s not, therefore, enjoying 100% share-of- voice. The “5-Senses” train delivered 360- degree experience resulting in trial: 96% of Wonda vouchers redeemed. “WondaERA FM” amplified the celebration: nearly 125,000 Facebook likes and 1,000 comments; 11,000 page views with 76% unique visitors. “MyTeksi Coffee Delivery” generated excitement and trials, we received an overwhelming response with over 40,000 delivery requests in just 5 days. All these translated into RM1.3 million worth of earned media value. Wonda doubled its market share to 20.1% vs 8% during the campaign. Sales grew by 109% despite big reactionary media blitz by the dominant brand.