Malaysian Media Awards Winners Showcase

2018 | |

Hoshino Coffee Appreciation

Creative Agency: -
Credits: -

The Challenges
Cafes have been trending popularity amongst Malaysia consumers. Japan’s Hoshino Coffee chain cafes come to Malaysian shores. Its first outlet launch in Malaysia. How do we introduce with a bang to coffee loving folks in Klang Valley without over indulge on ad budget?

Insight, Strategy and the Idea
Cafés are popping up everywhere in Klang Valley. Each café has own identity and style which attract youth / Millennials to have “Yum Cha” session with friends and family. Millennials love exclusivity experience and prone to be the first to try and share their experiences with peers. This inspired the idea of having an exclusive event, create a personal encounter with the brand and let the experience do the talk. Hoshino Coffee is a well-established Japanese brand with presence over Singapore, South Korea, China. This will draw their attention and curiosity to savour and experience coffee uniquely for themselves.

Media Execution
Media friends, coffee lovers and lifestyle advocates have been invited to this exclusive event – Coffee Appreciation session. The highlight was the famous hand-drip coffee using premium Arabica roasted coffee beans. This is demonstrated by Arai san, their Specialist Barista Trainer for SEA. The demonstration attracted much queries and request to take pictures or video the process for those that appreciate. This is followed by serving original desserts and savoury dishes such as soufflé and pasta. “Souffle Pancake” is the most popular dish at Hoshino Coffee, as its fluffiness texture would make you want to re-visit Hoshino again.

Results and Effectiveness
The invited guests were aghast with the created experience. We received much print coverage and drew chatter online such as Sinar Harian, SinChew Daily, Beautifulnara, Ohmynews, Kipkip Fun, Raja Lepak, Mnation, Raja Cuti, Eat Travel Love, etc. Hoshino Coffee recorded 1,850 transactions with 4,500 pax in the first week of launch. This exceeded 225% of client’s set target