AWARDS :

FINALIST

SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

DENTSU (THAILAND) LTD, BANGKOK

ENTRY TITLE :

MOTORBIKE TAXI

BRAND :

ATTACK 3D CLEAN ACTION DETERGENT

ADVERTISER :

KAO COMMERCIAL THAILAND

AGENCY :

DENTSU (THAILAND) LTD, BANGKOK

EXECUTIVE CREATIVE DIRECTOR :

NISA MUJJALINTRAKOOL

CREATIVE DIRECTOR :

ADUL BORVORNSRISAKUL

COPYWRITER :

AKK PHAPONGSKASEM/PIMMADA JIRASAVETAKUL/
CHALERMLARP WIWAT-ARNUPAR/NARIN PANITCHPAKDI

SENIOR ART DIRECTOR :

CHOTIWAT THASANASUWAN

ART DIRECTOR :

PILAN SUBHASRI

ACCOUNT DIRECTOR :

PATCHARIN SUKORAT

ACCOUNT MANAGER :

PEAR PIYAMADA

ACCOUNT EXECUTIVE :

NATTAWAN TANTIKAROON

STRATEGIC PLANNING DIRECTOR :

CHOW LAI SHEUNG

STRATEGIC PLANNER :

MANATCHA SAKWIT/MAYVARIN TANTANARAT/TANPISUT SOPHONRATANA

ASSOCIATE PLANNING DIRECTOR :

NUTTAPON KIETTRISALPIPOP

SENIOR MEDIA PLANNING MANAGER :

PUNVIPA BURANADILOK

AGENCY PRODUCER :

MARISA TIPTONGDEE/NUTMANEKARN RUENGRITH/CHAWIT PITIKORNTATIYA

FILM PRODUCTION COMPANY :

CHOCOLATE STUDIO LTD, BANGKOK

CULTURAL CONTEXT EXPLANATION :

MOTORCYCLE TAXIS ARE UNIQUELY FOUND ONLY IN BANGKOK. THIS SUGGESTED THAT PEOPLE IN BANGKOK HAVE TO TRAVEL THROUGH A HEAVY TRAFFIC DURING RUSH HOURS AND ALWAYS EXPERIENCED HOT WEATHER. MOTORCYCLE TAXIS ARE ALSO AMONG THE FIRST JOBS THAT REMIND PEOPLE OF SWEAT ODOR ON THEIR CLOTHES, WHICH FREQUENTLY UPSET THEIR PASSENGERS. MOREOVER, MOTORCYCLE TAXIS ARE ASSOCIATED WITH LIFESTYLE OF PEOPLE IN BANGKOK AS THERE WERE MANY ALLEYS IN THE CITY. THIS METHOD WAS EFFECTIVE AS IT HAS NEVER BEEN DONE BEFORE IN DETERGENT CATEGORY AND THE CAMPAIGN BECAME A BIG TALK AS IT COULD REACH BANGKOK PEOPLE FROM THEIR LIFESTYLE.

THE BRIEF :

IN MID 2015, ATTACK 3D CLEAN ACTION DETERGENT LAUNCHED A NEW FORMULA WITH ABILITY TO REDUCE SWEAT ODOR ON CLOTHES, WHICH NO OTHER BRAND HAD EVER DONE BEFORE. WE WANTED TO INTRODUCE OUR PRODUCT TO PEOPLE IN BANGKOK TO TRY FIRST. BUT HOW TO MAKE THEM KNOW THAT OUR PRODUCT COULD SOLVE SWEAT ODOR WHICH WAS THE PROBLEM THEY EXPERIENCED EVERYDAY?

THE STRATEGY :

BANGKOK IS VERY HOT ALL YEAR LONG. PEOPLE SWEAT THROUGHOUT THE DAY. SWEAT ODOR BECOMES A MAIN PROBLEM FOR THEM. HOWEVER, THE DETERGENT THAT CAN REDUCE SWEAT ODOR ON CLOTHES IS VERY NEW TO OUR TARGET. SO WE DECIDED TO USE MOTORCYCLE TAXIS TO PROVE OUR PRODUCT EFFICACY. AS THIS SPECIFIC GROUP OF PEOPLE HAD TO WORK IN HEAVY TRAFFIC UNDER THE SUN ALL DAY AND EXPERIENCED SWEAT PROBLEM WHICH CAUSED SWEAT ODOR STICKING ON THEIR CLOTHES. THIS SITUATION PUT PASSENGERS TO SUFFER AN UNPLEASANT SMELL DURING SERVICE.USING THE MOTORCYCLE TAXIS WOULD HELP US COMMUNICATE AND PROVE OUR PRODUCT.

THE EXECUTION :

IN 1 MONTH, WE GOT MOTORCYCLE TAXIS IN BANGKOK TO TRY OUR PRODUCTS FIRST SO THAT THEY COULD CHALLENGE THEIR PASSENGERS AROUND BANGKOK TO PROVE BY SMELLING THEIR SHIRT HAD SWEAT ODOR. CERTAINLY NO ODOR COULD BE TRACED. THIS WAY WAS NOT ONLY FUN AND INTERESTING BUT COULD DRAW MORE PEOPLE TO DIRECTLY PARTICIPATE IN THE PRODUCT PROOF TEST. OUR CAMPAIGN CREATED A HUGE MEDIA BUZZ IN DIFFERENT CHANNELS. MOREOVER, WHEN PASSENGERS ARRIVED THEIR DESTINATIONS, WE GOT THE MOTORCYCLE TAXIS TO GIVE AWAY SAMPLES TO THEIR PASSENGERS TO TRY TOO.

THE RESULT :

THE SWEAT ODOR PROBLEM OF MOTORCYCLE TAXIS WHICH PASSENGERS HAD TO PUT UP WITH WAS SOLVED NOW. OUR PROOF TEST COULD IMMEDIATELY DRAW ATTENTION BOTH ONLINE AND OFFLINE WITH OVER HUNDRED THOUSAND SHARES. WITHIN 1 MONTH OUR CAMPAIGN COULD ATTRACT OVER 300,000 NEW USERS TO BUY OUR PRODUCTS. SALES HIT THE RECORD TO OVER 42 MILLION BAHT, EXCEEDING ANY OTHER DETERGENT BRAND. NOW ATTACK 3D CLEAN ACTION NEW FORMULA BECAME A TOP OF MIND DETERGENT THAT PEOPLE IN BANGKOK AREA THOUGHT OF WHEN THEIR CLOTHES HAD SWEAT ODOR PROBLEM.