Malaysian Media Awards Winners Showcase

The Challenge
The instant white coffee segment has long been the stronghold of Old Town White Coffee (OTWC) for over 15 years and the brand faced the risk of being dethroned by other instant coffee players with heavy media budgets eg Nescafe and Wonda. OTWC needed to quickly dilute the onslaught and strengthen its market position as No1 in the instant white coffee segment and establish it as the true white coffee.

Insight, Strategy and the Idea
The explosion of many local cafes around Malaysia is a testament to Malaysia’s preference for local coffee. OTWC 3 in1 coffee has a rich history dating back to 1958, from a humble coffee shop serving White Coffee in Ipoh Old Town. We saw an opportunity to intrinsically link Ipoh = White Coffee = Old Town. To pull this off, we turned to a renowned wall mural artiste to permanently immortalized OTWC into the heritage buildings around Old Town.

Media Execution
We created Art of Old Town in partnership with Ernest Zacharevic (EZ) who made headlines with his wall mural art in Penang. EZ painted seven iconic wall murals depicting life in Old Town old heritage buildings. Whilst the wall murals was in production, we enlisted the bloggers and press to cover the project starting with the reporters following EZ on his secret mission in Ipoh and finally the full unveiling.

Results and Effectiveness
Art Of Old Town is now listed as the #No.1 MUST DO LIST in Ipoh on Trip Advisor. It is also being heavily featured as the main attraction when one is visiting Ipoh by tourism boards, bloggers and media. OTWC wall mural is immortalized every time someone takes a selfie. Old Town White Coffee strengthened its market share and grew by a whopping 30% in a year!