NST 'tastefully' wraps up 5D campaign
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WONDA COFFEE: Readers get drinks for 10 sen a can
KUALA LUMPUR: READERS were able to enjoy a tasty experience with the New Straits Times in the final day of its 5D sensory campaign yesterday.
Yesterday's edition of NST offered a coupon within its pages that could be used to redeem a can of Wonda coffee at 7-Eleven outlets for only 10 sen.
The coupon proved to be effective in attracting customers, with some readers buying multiple copies of yesterday's paper.
Sheerin Chew, 48, who bought four copies, said: "It is such a bargain to be able to buy coffee for 10 sen. How can I pass it up?"
M. Leela Wati, 60, said the campaign was effective because of the connection that coffee had with newspaper-reading.
"If there is anything that news readers would like with their daily paper, it would be coffee.
"Coffee has always complemented newspaper-reading for me. I think the same can be said for the rest of my family."
The 5D campaign that began with the launch of Wonda, a Japanese premium ready-to-drink coffee from Pernais Sandilands, engaged readers through the five senses of touch, sight, sound, smell and taste.
The sense of touch was featured in Monday's edition of NST, where a pop-up advertisement featuring three varieties of Wonda coffee was included as a pull-out page.
Tuesday's edition impressed readers' sense of sight by featuring 3D images in the paper, with complimentary 3D glasses provided with each copy.
Siti Rosli Reza, 30, marvelled at the idea, saying: "This is the future of advertising".
Wednesday's edition, dubbed the "talking newspaper", came with a small, chipped device implanted among the pages, which played music when exposed to light.
Palestinian expatriate and Palestinian Cultural Organisation chairman Muslim Imran, 30, praised NST for taking a new approach.
"This is what I call 'thinking outside the box'."
Thursday's edition catered to readers' sense of smell, with the fragrance of roasted coffee beans perfuming the cover page.
The New Straits Times Press Head of Advertising Roche Chew said NST was the first in the country to create a 3D newspaper in November 2011 and the first to create a "talking" newspaper in February 2012.
"What we experienced in the paper in the past week is a combination of what has been done previously, plus additional features."
He said the partnership between Wonda and NSTP was aimed at changing the public's perception of newspapers and reposition print media's standing away from "traditional" advertisements.
"There is a lot you can do with newspapers, as long as you are willing to explore.
"We are open to partners who would like to work with us in promoting their products and campaigns by utilising different combinations of the five sensory techniques.
"We might even try something different that we have yet to explore."
The 5D campaign has been touted as the most innovative print-enabled advertising campaign.
