Malaysian Media Awards Winners Showcase





2015 | |

How Wonda Won Tastebuds on International Coffee Day

Advertiser: Permanis Sandilands
Brand: Wonda Coffee
Creative Agency: Carat Media Services (M) Sdn Bhd
Credits: -

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

The Solution – Insight & 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” or widely celebrated by any brand in Malaysia.
Strategy: Agency discovered an opportunity in ICD—a global event that’s not “owned” or widely celebrated by any brand in Malaysia. Owning the ICD is Wonda’s ticket to elevate its credentials as a coffee expert and to build 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. How? We deliver Wonda coffee to your doorstep!

The Execution
This is a Malaysian first, utilizing MyTeksi to deliver Wonda coffee celebration packs to your doorstep. We had total 2000 packs to be given away absolutely free. MyTeksi app was altered to accommodate this special delivery service on the day, a dedicated “Wonda Coffee” tab was created, a simple click on it, consumers can opt to have the coffee pack delivered to themselves to a friend, or to anyone they wish. Not only was the partnership with MyTeksi the conduit to consumers, Wonda marked ICD as its own. This service was offered across Klang Valley, Penang, JB and even in East Malaysia—one of the biggest region for Wonda Coffee.

The Results
40,000 requests via MyTeksi in just 5 days, and that’s 160,000 sampling & conversation opportunities (1 person approximately telling 4 people about the sampling). People are indeed talking about it, because it had RM1.3 million worth of earned media despite zero PR spends. Sales figures were up by 109% vs previous month; overall, a whopping 250% increase in market share, from 8% to 20% when campaign ended.