Media Prima's CJ Wow Shop undergoes brand refresh, unveils online avatar

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Media Prima has rebranded its home shopping network from CJ Wow Shop to WOWSHOP, more than a month after it acquired the remaining 49% stake of the network from South Korean Entertainment company CJ ENM. The acquisition was part of its plan to tap into the strong prospects of the home shopping and eCommerce industry, the group previously said.

WOWSHOP will work with Media Prima for a holistic rebranding campaign and will be featured across popular TV programmes such as Wanita Hari Ini, Borak Kopitiam, Melodi, Nona, MBuzz, Living Delight, and Majalah 3 among others. There will also be a new jingle called Hidup Mesti Ada WOW / Tian Tian Jing Chai Tian Tian WOW that will be played on Ripple Media’s radio stations One FM, Fly FM, Hot FM and Kool FM to further extend WOWSHOP’s reach. According to Media Prima, the feel good jingle is catchy, light and happy, and perfectly embodies the new WOWSHOP.

wowshop full color

WOWSHOP's spokesperson told A+M that the rebranding was done in-house by its marketing team, digital developers and content production team and it amounted to less than RM500,000. The process of converting all assets included changing its brand corporate identity as well as all the aesthetics of its platforms - TV, digital, corporate collaterals and marketing collaterals. It had to reproduce all TV content and redesign and upgrade its eCommerce and mobile commerce platform according to the new branding, as well as improve the user journey. The process lasted from July to October.

Explaining the creative concept behind the rebranding, the spokesperson said it wanted to leverage on its differentiating factor of having strong convincing show hosts who are portrayed as the consumers' personal shoppers. WOWSHOP also wanted to highlight its engaging demonstrations and exclusive bundles through its rebranding.

"Hence, the new logo has a smiley icon to reiterate that WOWSHOP is your best friend and personal shopper, someone you can trust that provides you all the best deals to WOW YOR LIFE," the spokesperson said. She added that the logo's new and fresh vibe is also enhanced by using three bold colours along with a new jingle.

With the brand refresh, WOWSHOP will move towards building a closer and more enhanced interaction with its customers with the introduction of its online avatar SIS WOW that will appear on the company's digital platforms. WOWSHOP will now become a personal shopper for customers, providing them with product recommendations.

Meanwhile, SIS WOW will share tips and lifestyle recommendations as well as guide customers with more information on products and services, enabling them to make better and more informed purchases. The company is also working towards upgrading its eCommerce platform to become more user friendly and mobile-centric.

Additionally, the new WOWSHOP aims to provide customers with an even more interactive and enhanced WOW customer experience through its content, products and services.

In celebration of the rebranding, the company launched its "30 days of WOW" campaign which will run from 1 November to 30 November with daily shows on TV9 and 8TV. The campaign features various promotions and cashback points that will aim to add more value to customers purchases during the period.

"WOWSHOP is built to be strong and agile, and is a brand that is intuitive to customer needs. We are always evolving to help customers move ahead in life, for a better present and a brighter future. Today I am delighted to unveil the new WOW, a brand that will also act as our customers’ personal shopper, and will continue to bring so much happiness and of course more smiles to their lives," CEO Yang Hyun Kim said.

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