Backstory
Ah Huat White coffee is a instant coffee brand owned by Power Root Malaysia. Ah huat burst into scene during August 2012 with a strong celebrity endorsement and recognizable advertising campaign. Ah huat offers wide range of instant beverages, they have their signature white coffee line, canned coffee, black coffee, chocolate drinks, and instant tea blends. Ah huat’s product can be found in all supermarkets and hypermarkets in Malaysia. The product range that we doing is the newly released Kopitiam Charcoal Roast series. This product range is inspired by Malaysia kopitiam’s drinks
Problem Statement
Due to the Kopitiam series being relatively new in the market, it still has many unexplored advertising route. Fair amount of people have yet to try this product range.
Target Audience
Demographics
35-50 years old
Male and female
Middle class, working class
Lives in Urban, Semi-urban, metropolitan
Married, Single
Education level: High School
Chinese
Psychographics
Average coffee drinkers, they consumed it at least 1 cup/day
They are busy individuals who have no time to keep visiting the kopitiam, but prefer the taste of kopitiam coffee
People who are self aware of their spendings and prefer to cook and dine at home.
Advertising Objective
The objective of this campaign is to increase exposure and traffic of this product and also to increase sales by 20% by the end of 2021 Q4.
Concept and Idea
Ah Huat Kopitiam series can make up your day by replicating a taste of kopitiam.
Visual Idea
For the visual idea we wanted to create a mix of Kopitiam settings and office, because the drinkers of this product are middle-aged office workers, and we want them to feel like as if they are drinking in a Kopitiam even though they’re drinking in office.
Social media
We chose social media because it’s a must in these times, advertising in social media is simple yet extremely effective because of the high engagement rate and big audience. The social media that we chose to advertise is Facebook. Not only Facebook has the highest likes on Ah Huat’s page, Facebook also has older and wider audience compare to other social media platform.
Shelf Flag
The main objective of this ad is to increase exposure, shelf flags are perfect for this situation mainly because not only does it draws the attention of the buyers at the supermarkets, it will probably also have an effect of changing the buyers decision on purchasing beverages.
Website banner
We wanted to put up website banner ads on chinese news website because this is one of the places where people in our target age group usually find their main source of news. They are not likely to read physical newspaper anymore and will most likely to have followed news page on social media or even have news updated to through their emails.
Car wrap
We chose car wraps because they are effective in exposing the brand new products. The main mode of transport for people in this age group is very likely to be by cars or motorcycles. By doing car wraps not only it will expose to the driver and passengers, it can also be exposed to the pedestrians.
Radio ad
The people that are within our target age group most likely drives a car on a daily basis instead of taking public transport. Therefore by making an radio advertisement, it may increase our brand new product exposure rate as there is a high chance for them to tune in to radio stations throughout their journey in the car.
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