Malaysian Media Awards Winners Showcase

Challenge
Coway Water Softener: The new beauty product targeting females. The arrival of this product, it is also introducing a new category into the market. To sell this product, consumers needed to feel the effect and differences – but how do we get people to shower with us for a trial?

Solution
Sunway Lagoon: The highest level of chlorine water and highest unique traffic that would definitely shower with us after their day activity under the sun. This shower trial gives them the opportunity to feel the difference from their own home water consumption. We Coway-ed their shower rooms and showered them with soft water and facts on ‘hard water’. Product leaflets placed to learn more about the product or to call in for the 1-month home-trial.

Execution
With the total cost of RM46,260 that covers product trial for 3 months and below:

• Installation of 48 units of the product which was on loan to Sunway Lagoon
• Maintenance cost to replenish the special salt every 2 weeks for the best results
• Design and production cost to brand 48 female cubicles
• Leaflets cost that was made available in the bathrooms and the park entrance

Results
With an average of 30 females x 48 cubicles x 6 days x 13 weeks, we showered 112,320 females in 3 months in one spot. Contributed to 1,400 trial units (+700% above KPI) with 78% conversion rate of 1,100 units sold – sales of 6 months combined before the campaign.