2018 | Bronze | Best Use of Video (Television/Cinema Screen/Multiscreen)
Advertiser: White Cafe Sdn Bhd (OLDTOWN White Coffee) Brand: OLDTOWN White Coffee 3in1 Creative Agency: - Credits: -
Think of OldTownWhiteCoffee (OTWC) and you’d think of old uncle making coffee in old town Ipoh. While this has worked for core OTWC consumers (35-60 years), it didn’t resonate with their younger audience segment (20-34 years / millennials). OTWC had to capture interest and improve brand sentiment among millennials.
Insight, Strategy and the Idea
Consumer research revealed that white coffee is taken primarily to unwind and we saw a key opportunity for OTWC to own afternoon and evening breaks. This is a stark contrast to traditional perk me up in the morning positioning by other coffee brands. Nielsen qualitative research revealed a window to own key unwinding moments where OTWC can play a companion role. We identified key moments i.e destress, short break moments between 3pm-6pm and relaxation and bonding between 6pm-9pm.
Many unwind moments were crafted in line with their lifestyle and connected moments, matching the contextual targeting across all video platforms. We followed them across different screens between 3pm-9pm. In the office, the work version appeared on news and business sites to invite them to take a pause. Whilst they are enjoying their favourite videos on TV and videos-on-demand after work (be it Korean dramas or funny cat videos), we reinforced the micro-moment with boomerang-style videos (like same old routine in life) and leveraged this mnemonic to amplify pause-able moments. We “paused” screen addiction with mid-roll ads on long-form videos – making a real statement to pause with OTWC. In cinema, a public service announcement slot was capitalized to applaud them for taking a pause.
Results and Effectiveness
+32% in brand image score amongst millennials (source: focus group). 37% of millennials associated OTWC with coolest brand (benchmarked against 4 other competitors), a position held by Nescafe RTD. Positive brand sentiment share on OTWC Facebook +19 percent point within 4 weeks. + 18% ad recall lift.