2015




2015 | |

There’s Nothing Like Australia Discover the Real Sights and Sounds of Australia

Advertiser: Tourism Australia
Brand: There's Nothing Like Australia
Creative Agency: -
Credits: -

The Challenge
Despite the worsening economic climate faced by Malaysian travellers and the
high cost associated with an Australia holiday, we sought to:
1) Increase the ‘Intention to visit Australia’ by 20%
2) Translate the increased intention into actual visits by 10%

Insight, Strategy and the Idea
Since Malaysian travellers rely heavily on travel information both online and offline, we knew that having sufficient content to fuel the decision making pocess was key. However the real insight came when we realised that many were highly SKEPTICAL about the authenticity of information provided due to the overly commercial nature of the sources. Often, holiday-goers are sold experiences that are more exaggeration than fact. A different approach was needed. Using the KOL strategy of ‘convert and amplify’, we decided to recruit a group of influencers who could then promote Australia in a real, believable manner. To do that, we took both influencers and audience on an authentic Australian holiday that delivered a full sensorial experience in our idea: Discovering the Real Sights and Sounds of Australia.

Media Execution
Our seamless campaign wove together different tactics: advertising, promotion, advocacy and user generated content across multiple media platforms: radio, TV, digital, and social. First, radio spots showcased the unique sounds of Australia
from the POV of two touring HitzFM announcers. From the rush of the wind along the Great Ocean Road to the sizzle of frying pans in Melbourne’s best fine dining restaurants. Each spot was a tale on itself and each tale was inspiring, invigorating and inviting. Radio listeners were directed to www.australia.com to see the sights of Australia. With its lush, undoctored pictorial imagery and easy navigation, the website served as the official guide to an Australian holiday. As the
campaign gained traction, we gave radio listeners an amazing opportunity to witness the sights and sounds of Australia for REAL via a contest on HitzFM where winners could win a chance to travel the length and breadth of Australia in the
company of HitzFM announcers. We then turned the contest winners into roving reporters via LIVE crossovers as they embarked on different Australian adventures. And throughout the trip, their erstwhile travel companions, the HitzFM announcers provide regular social media updates on Facebook, Twitter and Instagram. Instead of a TVC, we recorded the winners’ experiences and aired them as an ASTRO RIA Australian travelogue series. Not only could the travelogue carry more content than a TVC, it also gave viewers an authentic, first-hand POV into Australia’s most sought after destinations.
And to top it off, the experience of being a ‘travel show host’ on national TV ensured that our contest winners became constant advocates of an Australian holiday!

Results and Effectiveness
The campaign was a success:
1) Over 80% of target audience reached
2) Increased ‘Intention to visit Australia’ by a whopping 30%!
3) www.Australia.com generated 36% increase in co-op partner leads
4) Over 400,000 watched the travelogue series 5) Campaign contributed to an increase of 24% in Malaysian tourists to Australia!
Source:

http://www.tourism.australia.com/documents/Statistics/ABS_arrivals_Sep_2014.pdf

Consumer Demand Project, Phase 3 2014

2015 | |

Wonda Coffee A Sensorial Journey to the Record Books

Advertiser: Permanis Sandilands
Brand: Wonda Coffee
Creative Agency: -
Credits: -

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).

2015 | |

Wonda Coffee How Wonda Won Tastebuds on International Coffee Day

Advertiser: Permanis Sandilands
Brand: Wonda Coffee
Creative Agency: -
Credits: -

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.