Peak hour traffic is always dreadful but Tealive decided to spread cheer among Malaysian drivers and beef up its role as a coffee player through an activation titled "Tealive Traffic Breakthrough", which was done in partnership with foodpanda. Targeting drivers along Jalan Bukit Bintang, the brand delivered hundreds of cups of freshly-brewed coffee.
Each cup had a sleeve with a unique, thoughtful message to inspire the recipient to start their day positively, such as “Today’s the day I embrace traffic” and “Today’s the day I stay cool”. According to the press statement, Tealive Traffic Breakthrough received 10,500 positive likes, comments and views across various social platforms within 24 hours of the activation.
The activation campaign was done in conjunction with Entropia, which unearthed the insight through its data analytics that great days often start with great mornings. As coffee is a common morning beverage, empowering Malaysian mornings became the obvious direction for the campaign.
CEO of LOOB Holding, Bryan Loo, said the success of this maiden campaign between Tealive and Entropia lights the way for further collaborations ahead. "Our shared values produce a synergy which makes for an exciting professional partnership," he added.
Meanwhile, Jane Chong, principal (integration) at Entropia, said that the most efficient way to change a perception, is to take charge of its influencing factors. In this case, the team zeroed in on the Malaysian morning experience and the role that coffee consumption plays.
Lim Min Tze, head of brand experience and innovation at Entropia said: “This is the first collaboration between Tealive and Entropia, so we wanted to align the campaign with the philosophy that has informed Entropia’s most successful work. In our view, story-doing is the next chapter of storytelling. So, brands need to act with meaning and authenticity. It’s not just about practicing what you preach, you need to preach by practicing.”
Following the success of the first Tealive Traffic Breakthrough, Tealive is giving out 100 cups of signature coffee on 24 January, 8.30 am at PETRONAS KLIA 2, PETRONAS Awan Besar R&R, PETRONAS Temasa Federal Highway, and PETRONAS Mutiara Damansara.