Malaysian Media Awards Winners Showcase

The Challenge
Wonda’s launch woke up the giant competitor. Here’s how we surge stronger among the clutter.

Insight, Strategy and the Idea
Agency discovered an opportunity in InternationalCoffeeDay (ICD)—a global event that’s not owned by any brand in Malaysia. Owning ICD is Wonda’s ticket to elevate its credentials as a coffee expert and to build affinity with the coffee lovers in Malaysia. We wanted a campaign large enough to be noticed, for people to talk about. Research show people remember things better if it stimulates the 5 senses: eyes, ears, nose, touch, and taste.

Strategy: Wonda will heighten the sensorial experience in a controlled environment that we can closely monitor, and control stimuli to amplify the experience. No other out- of-home option was more fitting than trains. The idea: 5-Senses Train, a true Wonda 5-senses experience.

Media Execution
We know enjoying coffee is very much a sensorial experience. We wanted to arouse the interest of our consumers using their senses (5-S), to bring upon coffee sensorial journey: • Sight – Entire carriages covered in Wonda visuals. • Smell – Time-controlled scent diffuser installled 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 sensorial journey. The execution is a FIRST in Malaysia and it shook the category, helping solidify Wonda in consumers’ minds.

Results and Effectiveness
96% of the vouchers redeemed! 9 out of 10 people to want to try Wonda. Sales figures were up by 109% vs previous month; overall, a whopping 250% increase in market share, from 8% to 20% when campaign ended. People are indeed talking about it, with RM1.3 million worth of earned media despite zero PR spends.