F&N brews up virtual 'mamak stall' experience, teh tarik included

F&N Beverages Marketing is taking the mamak stall (open-air food establishments) virtual by launching its new teh tarik beverage via Zoom. Titled “Mamak Virtual Terbesar Teh Tarik ORI F&N”, senior brand manager of F&N Beverages Marketing, Adelene Tay, told A+M that the campaign's initial launch date was set for the fourth quarter of 2020. However, given the Movement Control Order (MCO), it noticed that Malaysians have missed their mamak stalls and cups of teh tarik.

Hence, it decided to bring the mamak experience and its new teh tarik ORI to all Malaysians via the virtual campaign, which has been in the works since 23 March, five days after the MCO was implemented. Done in collaboration with Alchemy 79, a fully-owned creative agency under Invictus Blue Group, the virtual campaign launches on 9 April and features influencers Cikidot, Norreen Iman, Zetty Nabila and Zack Merican. 

The influencers were chosen based on their personalities – outspoken, spontaneous, and sense of humour – to engage and entertain the audience. These traits, said the team, are important in ensuring that a virtual video conference is lively. Moreover, their fan base will offer F&N a wider reach. In addition to having Zetty and Zack host the event, F&N also designed a series of engagement activities and simple impromptu contests that utilise the native screen and chat functions of Zoom. This is in an effort to ensure the virtual mamak stall is just as exciting as the real one, involving plenty of playful banter. The brand aims to have at least 500 viewers or more in order to break into the Malaysia Book of Records.

Although F&N declined to comment on A+M’s queries about the sales target and marketing budget it has set for the campaign launch, it explained that 100% of its marketing efforts are now focused on digital.

“We are maximising all digital platforms ranging from Facebook, Instagram, YouTube to Zoom. Marketing activities are moved virtually to ensure we continue to engage with our audience despite the MCO,” it said.

Separately, Zoom has been under fire for a variety of privacy issues. According to multiple media outlets including BBC, this encompasses sending user data to Facebook, permitting hosts to monitor attendees, as well as falsely claiming that the Zoom app had end-to-end encryption. When asked about the security issues surrounding Zoom, F&N said it is fully aware of the situation and active steps have been taken by the company.

“Besides, F&N is not capturing any user data. We chose Zoom given its enterprise solution as well as its ease of set up and use,” F&N explained. Meanwhile, in line with the trend of companies such as Audi and Sentosa creating virtual backgrounds for consumers to use during their video calls, F&N also created one featuring a typical scene at a mamak stall in Malaysia and it is available for download on the microsite.

F&N’s latest teh tarik drink is available for purchase on FNLife, Lazada and Shopee. Post-MCO, it will be made available in petrol stations and convenient stores, provision stores as well as selected supermarkets. While orders from FNLife will be delivered within Peninsular Malaysia, Lazada and Shopee are only offering delivery within Klang Valley during the MCO. Once the MCO has been lifted, the online marketplaces will expand their delivery coverage to other locations within Peninsular Malaysia, F&N said.

Meanwhile, Victoria Chu, GM of Alchemy 79, told A+M that it has been working on the launch prior to the MCO but those plans will not work now. "We needed to be agile and proactive in order to come up with a new launch idea. One that was sensitive to our new realities. None of this would be possible if not for a client that believed in us and was just as quick and bold. Together, we truly can!" she added.

Alchemy 79's creative director, Sook Leng Leong said an idea that would lift spirits, drive engagement and sales was its goal for the revised launch idea. "Choosing Zoom as the vehicle was the easy part. It was the unseen logistical challenges in the planning and execution that was tough as everyone was WFH. What kept our teams going was the joy we hope to bring to Malaysian who love their mamak hangout sessions albeit virtually," Leong explained.