WONDA At Every Corner
8. Brand Experience & Activation Kancils [8.9 Best brand experience & activation-led integrated campaign]

Links:
Product/Service:
WONDA Kopi Tarik
Client:
Etika Beverages Sdn Bhd
Brief:
WONDA, a ready-to-drink coffee brand wanted to increase its share of voice and own the Malaysian football moments during the 2022 FIFA World Cup.But the challenge was that WONDA really needed to cut through the clutter, considering that other brands would also go all out with their advertisements and WONDA was not an official sponsor of the World Cup.
Solution:
We realized that in Malaysia, the FIFA World Cup is celebrated at very specific corners - the local corner shops and food stalls - where fans stay up to watch the matches late into the night. It's also where WONDA Kopi Tarik happens to be sold. So we decided to own what FIFA did not. By putting WONDA Kopi Tarik into every football and Malaysian moment. We launched 4 films on TV and social that spoofed iconic football highlights and featured Malaysian moments. These films also played at every break between live matches. In addition, we tackled the Mamak shops - where we hosted football viewing parties and served them WONDA Kopi Tarik in ready-to-drink cans for free. And WONDA also owned every corner of Malaysia's busy highways.


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