IDEA: SWEAT CANNOT BE CONTROLLED, BUT SWEAT ODORS YOU CAN CONTROL!

ATTACK 3D CLEAN ACTION REALISES THAT WE NEED TO TACKLE SWEAT ODORS BY INVOLVING A GROUP OF PEOPLE WHO HAVE SUFFERED MOST FROM THE PROBLEM. IT WAS EVIDENT THAT THE WAY OF LIFE FOR THE BANGKOKIANS EVOLVES AROUND TRAFFIC CONGESTION AND BLAZING HOT CLIMATE. AND ONE OF THE PROFESSIONS THAT IS DIRECTLY EFFECTED IS THE MOTORBIKE TAXI DRIVERS.

THE MOTORBIKE TAXI IS A UNIQUE MEAN OF TRANSPORT, WHICH PEOPLE IN BANGKOK RELY ON TO AVOID HEAVY TRAFFIC. HOWEVER, DUE TO EXCESSIVE SWEATING OF THE DRIVERS, PASSENGERS OFTEN SUFFERED FROM THE TERRIBLE ODORS. AS THEIR EVERYDAY LIVES CONTINUE, ATTACK 3D CLEAN ACTION SEES THIS OPPORTUNITY TO PROVE THAT OUR PRODUCT EFFICACY COULD BE THE SOLUTION THEY NEED WITH THE PRINCIPLE IDEA “SWEAT CANNOT BE CONTROLLED, BUT SWEAT ODORS YOU CAN CONTROL”.

FIRST, WE GOT MOTORBIKE TAXI DRIVERS IN BANGKOK TO TRY OUR PRODUCT. THEN THEY HAD TO CHALLENGE THEIR PASSENGERS AROUND BANGKOK TO PROVE BY SMELLING THEIR SHIRTS. UNDOUBTEDLY, NO SWEAT ODORS COULD BE TRACED. BY PROVING THIS WAY, THE PASSENGERS HAD A CHANCE TO PARTICIPATE DIRECTLY DURING THEIR RIDES AND CONFIRM BACK THE RESULTS WHEN THEY ARRIVED AT THEIR DESTINATION. THIS REAL LIFE SENSORY TEST PROVED TO BE POPULAR AMONG THE BANGKOKIAN PASSENGERS AS THEY FOUND IT BOTH AMUSING AND INFORMATIVE.

EVENTUALLY, THE CAMPAIGN ACHIEVED A HUGE MEDIA FRENZY IN DIFFERENT CHANNELS. MOREOVER, THE PASSENGERS WERE SATISFIED WHEN THEY WERE GIVEN THE REAL PRODUCT SAMPLES AT THE END OF THEIR JOURNEYS SO THEY COULD USE FOR THEMSELVES AT HOME.

OUR REAL LIFE SENSORY TEST WITH THE MOTORBIKE TAXI PASSENGERS IMMEDIATELY BECAME BOTH THE ONLINE AND OFFLINE SENSATIONS, RESULTING IN:

• OVER 100,000 SHARES.

• MORE THAN 300,000 NEW CUSTOMERS IN BANGKOK BOUGHT THE PRODUCT WITHIN A MONTH.

• SALES INCREASED TO 42 MILLION BAHT.

EFFECTIVELY, ‘ATTACK 3D CLEAN ACTION’ NEW FORMULA BECAME THE TOP OF MIND DETERGENT FOR THE PEOPLE IN BANGKOK WHEN THEY NEED TO COMBAT THE SWEAT ODORS ON CLOTHES.

FROM THE VERY BEGINNING, WE DIRECTLY INVOLVED THE PEOPLE IN BANGKOK TO PROOF TEST OUR PRODUCT DURING THEIR EVERYDAY JOURNEYS ON THE MOTORBIKE TAXIS. AND ONCE THEY ARRIVED AT THEIR DESTINATIONS, THEY WERE GIVEN PRODUCT SAMPLES, WHICH IS ANOTHER DIRECT EXPERIENCE THEY GET TO TRY OUT AT HOME.

BANGKOK HAS A HOT, TROPICAL CLIMATE ALL YEAR LONG. PEOPLE SWEAT A LOT THROUGHOUT THE DAY CAUSING TERRIBLE SWEAT ODOURS. HOWEVER, A DETERGENT THAT COULD REDUCE SWEAT ODORS EFFECTIVELY ON CLOTHES IS VERY NEW TO OUR TARGET. THEREFORE, TO INTRODUCE OUR PRODUCT WE DECIDED TO USE MOTORBIKE TAXI DRIVERS AS A MEAN TO PROVE OUR PRODUCT EFFICACY.

SURROUNDED BY HEAVY TRAFFIC AND THE BLAZING SUN, MOTORBIKE TAXI DRIVERS FREQUENTLY SUFFERED HEAVY SWEATS, WHICH CAUSED LINGERING SWEAT ODORS ON THEIR CLOTHES. THIS SITUATION HAD PUT OFF THEIR PASSENGERS DUE TO UNPLEASANT SMELL DURING SERVICE. THEREFORE, BY USING THE MOTORBIKE TAXI DRIVERS, WE GOT TO TEST OUR PRODUCT EFFICACY TO THE MAXIMUM RESULT.

IN MID 2015, ATTACK 3D CLEAN ACTION DETERGENT LAUNCHED A NEW FORMULA WITH ABILITY TO REDUCE SWEAT ODORS ON CLOTHES. THE PRODUCT EFFICACY NO OTHER BRANDS HAD EVER DONE BEFORE. WE WANTED TO INTRODUCE OUR NEW FORMULAR PRODUCT TO PEOPLE IN BANGKOK TO TRY FIRST. THEREFORE, WE NEED TO CREATE AN EFFECTIVE YET MEMORABLE EXPERIENCE, WHICH MAKE PEOPLE REALISE THAT OUR PRODUCT COULD ELIMINATE EVEN TERRIBLE SWEAT ODOURS ON CLOTHES.