KUALA LUMPUR, 17 October 2019 – Tealive’s campaign in March 2019, ‘Tealive Breakthrough Moments’, won two Bronzes in the Marketing Excellence Awards Malaysia 2019 for ‘Excellence in Event Marketing’ and ‘Excellence in Experiential Marketing’. Loob Holding was among 10 finalists for the coveted awards hosted by Advertising + Marketing magazine.
‘Excellence in Event Marketing’ recognises the organisation that best used events as a key tool to increase brand awareness and customer engagement; whereas ‘Excellence in Experiential Marketing’ recognises the organisation that best implemented an experiential programme that allowed consumers to get involved in, feel, enjoy or share in the brand experience. This should have translated into a positive perception of the brand for consumers.
It is not the first time Loob Holding has received an award for its ‘Tealive Breakthrough Moments’ campaign. Just last week, it has bagged silver for the Dragons of Asia & Malaysia 2019 award in recognition of its campaign’s outstanding creative excellence, successful strategies and precise execution.
Tealive, Malaysia’s homegrown brand that is making inroads into Asia-Pacific and Europe, won for its ‘always more-than-tea’ capabilities and how it showcased relevant brand-building milestones.
The submitted award entry ‘Tealive Breakthrough Moments’ campaign included a huge tea party that included uniquely-created drinks, a giant bubble pit and various on-ground experiences in Mid Valley. The five-day experience culminated in a national breakthrough dance competition that enthralled the crowd. The campaign was further amplified through Public Relations (PR), radio, social media, in-store and out-of-home presence.
The campaign attracted 40,000 visitors over the five days at Mid Valley here and over 15,000 cups of unique Tealive drinks were sold on site. The brand netted more than 10% growth in social media following and coverage worth RM850,000 in public relations (PR) value.
Founded in 2010 by award-winning entrepreneur Bryan Loo, Loob Holding is a Malaysian-based regional F&B player specialising in premium quick-service segment with a portfolio of seven brands: Tealive, Gindaco, Croissant Taiyaki, Define: Food and Define: Burgers, Ko Ko Kai and Soda Xpress. Tealive currently serves over five million consumers per month in more than 370 outlets in Malaysia. It also has a presence in China, Vietnam, Brunei, Myanmar, Australia, and the United Kingdom.