Advertiser: OLDTOWN White Coffee Brand: OLDTOWN White Coffee 3in1 Creative Agency: - Credits: -
OLDTOWNWhiteCoffee (OTWC) is a heritage brand that needed to futureproof itself by building affinity with Millennials, specifically the Malays to remain relevant. OTWC launched brand repositioning campaign “Anything is Pauseable” in 2017 with average message cut through rate so OTWC needed to connect pausing with a consumer group that lives life on a fast lane.
Insight, Strategy and the Idea
Consumer research helped uncover a second coffee consumption moment untapped by the competitors with huge budgets; Aside from the mornings, Malay millennials (Malaynials) look forward to unwind in the evening over a cup of white coffee due to its rich aroma and creamy texture. Malaynials absolutely love and are connected to celebrities and entertainment content, especially online. They follow celebrities’ social profiles religiously and consume online content as a form of unwinding from a long workday. Keeping that in mind, we created an original web series for Malaynials to sit back and unwind with their favourite A List celebrities and OTWC.
We picked AstroGempak as the ideal content partner because
(1) Malaynials spend the most time watching videos there and
(2) to ride on its young brand imagery.
Together, we created a 4 episodic telenovela, DuaTheSeries, that mirrored the hecticness of Malaynial lives and their entrepreneurship drive. Characters were inspired by their favourite OTWC variants e.g. vibrant Luna loves Hazelnut while sensible Amelia loves LessSugar. OTWC is the antidote during emotional rollercoaster and chaos during the drama series. We secured top Malay celebrities (12 million social media followings collectively) as casts and consistently posted teasers, commentaries and advertorials to drive viewership.
Results and Effectiveness
This campaign did what others couldn’t; win over the Malaynials:
# +28% brand favourability score remarkable for a Chinese heritage brand!
# +5.6 point in brand imagery score for “relaxing brand”.
# 3.2 million views within 4 weeks.
# 93% likeability score.
# +1.3% market share when giants like Nescafe declined.
(Source: ClientBrandLiftStudy, Euromonitor)