Oldtown White Coffee appoints Kingdom Digital and launches CNY campaign

OLDTOWN White Coffee Malaysia has picked Kingdom Digital as its social media agency for 2020 and has kicked off the relationship by launching a CNY social media contest to promote its festive Twin Pack White Coffee.

Titled “鼠年吉祥语”, which loosely translates to auspicious greetings for the Year of the Rat, the campaign featured a series of CNY wishes created as Instagram GIF stickers but with a twist – the word ‘鼠’ (rat) has been creatively dubbed in various Chinese sayings and translated to
phrases that the youngsters can relate to.

Edmund Lou, Head of Strategy at Kingdom Digital said: “Instead of trying to be creative with different adaptations of the rat, we ran with the human insight of how the Chinese language can be spun in different creative ways with humour at the heart of the messages.”

To join the contest, all consumers need to do is to purchase an OLDTOWN White Coffee CNY Twin Pack, post an Instagram Story of them giving the twin pack to another person, add on the quirky GIF stickers on the post, and tag @oldtownwhitecoffee.

The GIF stickers can be found by searching the keywords “oldtown white coffee” on Instagram Stories. The most creative posts will win cash prizes and Shopee e-vouchers.

The campaign is supported by social media postings and ads on Facebook and Instagram to drive awareness and participation, and the contest starts today until February 8. More information can be found on the campaign announcement post on OLDTOWN’s Facebook:

Jay Chong, Head of Marketing Communications at OLDTOWN White Coffee Malaysia said: “We chose to partner with Kingdom Digital because they demonstrated a creative approach to social media marketing that is grounded in human insights. We look forward to seeing more exciting and innovative ideas from Kingdom that will take our relationships with our customers to the next level.”

Commenting on winning the account, Lou added: “It was the perfect brew. We did not rely entirely on data for the pitch. Rather, we dug deep into Malaysians and their coffee habits to form a tailored content strategy for OLDTOWN White Coffee.”

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