In mid 2015, Attack 3D clean action detergent launched a new formula with ability to reduce sweat odors on clothes, a product efficacy no other brands had ever done before. We wanted to introduce the new formula product and created awareness among our target customers in Bangkok. Thus, we needed to create an effective yet memorable experience, which made people realized that our product could eliminate even terrible sweat odors on clothes, the problem they had to endure everyday. All in all, we needed to engage our customers and convinced them to think of our product when they had to face the problem of sweat odors on clothes.

During a month of September 2015, we got motorbike taxi drivers in Bangkok to use our new formula detergent first, and then they had to challenge their passengers around the city to prove it by smelling their shirts during a ride. At a back of each driver’s jacket, there was a unique fun message, which provoked the passengers to prove no sweat odors on the driver’s clothes. Certainly, no sweat odors could be traced. This method was not only unique and entertaining, but it also drew more and more people to directly participate in this product’s real-life experiment. Thus, people in Bangkok city areas were able to give us many genuine responses of how they really feel about our new formula product.