Wonda Coffee: When Wonda turned the Radio Jockeys into Sales Jockeys

Wonda Coffee, a coffee brand, broke through advocacy clutter by launching a radio battle between two stations and their followers to sell cans of its coffee in Malaysia.

Agency: Entropia, Malaysia

Summary Statement

In 2017, our analysis showed that the giant competitor has cut their adspend across all other mediums, with the exception of Radio. We wanted to win where they are active, with an integrated radio activation that cuts across on-air, online and on-gro This led to our strategy of turning radio jockeys into sales jockeys. We chose radio deejays with highest popularity count to spearhead the battle. It wasn't just a battle between stations or the radio DJs, it was a battle between 3.491 Million of ERA followers versus 909,000 of Hitz followers! As it turned out to be the biggest radio affair of the year, we broke all targets and approximately 10,000 cans were sold by the DJs in just 5 days! What was to be a nationwide sales activation for 7 days had to be cut short to 5 days as products were sold out!

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