Malaysian Media Awards Winners Showcase

Challenge
Malaysia loves catching up with friends, family and life everyday, over piping hot cups of creamy & frothy Teh Tarik at neighbourhood Mamak outlets. F&N Sweetened Creamer, a key ingredient in making these hot beverages tasty, decided to become part of these social bonding conversations.

Solution
‘Tastemaker’ becomes the ‘Social Stimulant’. Jom TTS, meaning ‘Let’s go for a Teh Tarik Session, was the lingo that Malaysia’s Facebook generation was using to invite friends for Teh Tarik Sessions. But getting a TTS together often required endless phone calls or text messages amongst friends. F&N decided to play the role of social stimulant with the launch of the ‘Jom TTS’ utility app for Facebook- Malaysia’s first Teh Tarik Finder and Scheduler online.

Execution
The Jom TTS app, sitting on F&N’s Facebook community page became the social glue for Malaysians to seamlessly blend all offline TTS happenings & conversations with their online social media world. Besides finding and scheduling TTS with friends at over 2000 participating Mamak outlets, in Jom TTS they found a new social sharing platform to explore, discover and indulge in various facets of Malaysia’s most ubiquitous culture of drinking Teh Tarik.

Results
Within three months of its launch in Sep. 2011 1. 10,000 Malaysians met friends and family at over 2000 Teh Tarik Sessions 2. 500,000 Malaysians participated online 3. 2500 active app users 4. Voluntary participation by over 2000 Mamak outlets nationwide.