Malaysian Media Awards Winners Showcase

The Challenges
OLDTOWNWhiteCoffee (OTWC) is a heritage brand that needed to futureproof itself by building affinity with the Millennials, especially in Central Region due to low relevance score (Source: ClientBrandLiftStudy). OTWC needed to strengthen imagery as “relaxing brand” and build on brand repositioning campaign “Anything is Pauseable” to build competitive difference.

Insight, Strategy and the Idea
Consumer research indicated that millennials look forward to unwind over a cup of white coffee due to its rich aroma and creamy texture an contrasting imagery associated with coffee thus untapped yet unique to white coffee. We know that central Millennials have a high affinity towards cinema. They go after work and during the weekends to unwind with friends, especially during the year end blockbuster season that coincided with our campaign period. We decided to be present when they took a pause from they hectic lives, and we executed an unforgettable cinematic experience so that they remember pausing with OTWC.

Media Execution
We identified blockbuster movies that millennials loved half made it to Top 10 movies in 2018. Next, we devised a 360 experiential pauseable moment. In the cinema halls, we championed a first of its kind audio activated 300 balloons drop surprise on 300 unsuspecting moviegoers, in sync with an onscreen commercial, before receiving OTWC samples to accompany their pauseable moments. SAYS amplified the activation, complete with a video of it. Via in hall PublicServiceAnnouncement spots and cinema lobbies, OTWC gave away recipes to pause, encouraging millennials to pause to take care of themselves. Over the concession counters, OTWC wrapped 100,000 popcorn boxes with special InstagramStories GIF stickers.

Results and Effectiveness
Among millennials in Central Region: # 92% loved the experiential because it’s differentiated, increasing brand favorability by +23%. # +5.6 point in brand imagery score for “relaxing brand”. # +11% purchase intent above campaign average with +31% in regular consumption. # +1.3% market share when giants like Nescafe declined (Source: Euromonitor). (Source: ClientBrandLiftStudy)