Wall's Mochi Musang King
A Majestic Golden Experience 👑 Wall’s set out to launch Mochi Musang King with a more refined, sophisticated image while keeping it accessible to the mass market. The goal was to balance a sense of luxury with everyday appeal, attracting young adults who enjoy trendy, premium experiences.
Client
Wall's Mochi Musang King
Brief
As a leading ice-cream brand in Malaysia, Wall’s aim with this new campaign was to launch their newly introduced product in the market to a level of sophistication, while maintaining a broad appeal for the mass market. As a newly introduced member to their usually cute “Mochi” line - the overarching goal for the Mochi Musang King Mochi was to cultivate an upscale and refined image to represent the grandeur of their key ingredient: Musang King. To simplify, the aim was to strike a harmonious balance between exclusivity and accessibility, ensuring that the product resonates with the desired demographic who are young adults who appreciate trends and luxury.
Result
Total Views : 15,000,000+ KOL Engagement : 195,000+ Average Engagement Rate : Increased 15.6%
Solution
The key to executing a campaign that hits the client’s criteria was nail the two key points of: exclusivity and accessibility obviously in the visuals. The key points that were used to address this include: - Implement holistic campaign starting from video production for Out of Home content, to a thematic photoshoot spanning across over 20 KOLS, and also KOL campaigns that tie the overall communication strategy and push out mass communication for an impactful launch. - Crafting a consistent and exclusive setting throughout all communication materials -by infusing regal colour palette and a sophisticated outlook to impart a perception of exclusivity - to position and elevate the product's brand image.
