Challenge

Despite being a market challenger in overall RTD (ready-to-drink) coffee, Wonda is the market leader when it comes to the ‘kopi tarik’ flavor. To further strengthen their market share, Wonda wanted to grow the ‘kopi tarik’ segment.

To accomplish that, Wonda launched the ‘Wonda Malaysian Original Taste’ campaign, in an effort to appreciate and celebrate everything that’s truly Malaysian.

The objective was not only to create a campaign with an impactful execution but also ensuring talkability through content that people will enjoy, thus influencing Malaysians to choose Wonda Kopi Tarik as their beverage of choice.

Solution

As the campaign deployment period coincides with Malaysia’s Independence month beginning 31 August to 16 September, our thoughts gravitated towards creating an opportunity where all Malaysians can be united with one voice despite being in a multiracial and multicultural country.

We figured the best way was to combine radio stations of all languages to broadcast the same feed across 11 brands and its digital platform, Syok. That’s how OR1 FM was born, Malaysia’s most Original radio station.

For the first time ever, different announcers from different language stations all appearing at the same time talking to each other, broadcasting from one feed – just like how Malaysians from various races would talk to each other at a Kopi Tarik session in a mamak stall!

Pre-promo: 

  • Leading up to the event day, all 17 radio stations ran promos with announcing that they will turn into OR1 FM with high frequency CTA calling upon listeners to tune in on the day to celebrate Merdeka with Wonda Kopi Tarik and Astro Radio.
  • Amplification via Digital & TV
    • Digital – Social media postings, branded advertorials across Astro Radio stations and Astro Digital brands.
    • TV – Sponsored segment on Astro Ria’s ‘MeleTOP’.

Broadcast Day: 

The broadcast ran for the whole day on Merdeka eve, starting from 6am to 12am. Throughout the day, we celebrated the diversity of Malaysia via a variety of content and engagement, including:

  • Content Talkset – Announcers talked in various languages, sharing and learning from each other such as speaking certain words in different language.
  • Music Selection – Specially curated ‘Original Malaysian’ playlist featuring nominations by listeners and songs that resonate with all Malaysians.
  • Hourly Contest – Only via Syok App, listeners from all languages can take part to win cash prizes through quizzes about Malaysian culture and trivia, happening hourly starting from 10am onwards.

We even livestreamed the broadcast on Syok App. TV news coverage of the broadcast on Astro AWANI, Astro AEC and Astro Seithegal further amplified the campaign.

Results

OR1 FM with Wonda Kopi Tarik set a Malaysia Book of Record for ‘Most Radio Stations To Broadcast The Same Feed Simultaneously,’ a groundbreaking achievement. Vodus Research’s brand lift study confirmed the campaign’s success.

Reach & Engagement:

  • 40% of listeners tuned into OR1 FM, with over 50% enjoying the broadcast.
  • 78% of Syok’s digital listeners tuned into OR1 FM.
  • OR1 FM’s listenership exceeded average radio genres (57%-59%).

Behaviour Change:

  • Top responses included purchasing Wonda Kopi Tarik, seeking related content, and online searches about the product.

Impact:

  • A 22% consideration shift among Chinese and Tamil listeners.
  • Post-broadcast, purchase intent increased by 1.2 times.

Brand Perception

  • 64% viewed it as the “Most original Malaysian radio experience, uniting stations as Original Malaysia Taste.”
  • 63% recognized it as a “Pioneering effort in uniting Malaysians aged 25-54 across all income levels.