Malaysian Media Awards Winners Showcase





2012 | |

Heartfelt Storytelling Drives Soft Water

Advertiser: Woongjin Coway (M)
Brand: Coway Spa Water Softener
Creative Agency: -
Credits: -

Challenge
After the successful launch of Coway Spa Water Softener, the client needed to sustain the market buzz created. Product now needs to go beyond education, and the brand needed to create a stronger tie with Chinese housewives, and female professionals.

Solution
Our research showed that Malaysian Chinese women aged 25-45 didn’t feel the water they used at home was hard, hence had no need for the product. We needed to connect with them using emotions to break through rational objections. We decided to leverage on the emotional connect and familiarity that radio host has with our target group. Radio hosts selected are also famous drama casts on 988, who became our “story-tellers”.

Execution
We created 5 emotional stories on 988 linked to benefits: 1. Son who lives away from his mother buys her a gift (health). 2. Aunties talk about their daughters (hygiene). 3. Mom and daughter-in-law discuss how moist their skins are (skincare). 4. Pregnant girl chatting with her cousin (good for pregnant mothers). 5. Two colleagues checking out each others’ skin at work (beauty). An 80 sec contest followed each 90 sec story, reinforcing product message.

Results
Awareness level increased by 20. Intention to purchase in the next two months increased by 30%. Trial rate increased by 100%, for two consecutive months. Conversion into purchase: 20%.