SangSom, a renowned Thai rum brand, faced a unique challenge in promoting the limited edition Dual Bottle box design. Spotting a quirky transformation of 'Sang-Som' into the playful 'Som-Sang' on the box, before someone else did, we made a joke on ourselves by turning the design mistake into a new campaign!

'Som-Sang What'—an irresistibly catchy 'Ear Worm' strategy in Music Marketing, featuring the Thai hot singer, Nack Chalee. The entire Music is loaded with Thai wordplays that sound like 'Som' and ‘Sang', leaving audiences curious.

Tailored for SangSom, a leading Thai rum brand, this campaign adeptly navigates strict alcohol advertising regulations while capitalizing on Thailand's vibrant entertainment culture. Leveraging 'Wordplay,' deeply rooted in the Thai language, the campaign taps into cultural values, humor, and creativity, fostering connections to social gatherings and events, especially among Thai drinkers.

Timed strategically to engage the younger demographic, it harnesses the popularity of singer ‘Nack Chalee’ and platforms like TikTok to resonate with consumers. Embracing augmented reality (AR) and immersive experiences further enhances relevance and appeal, ensuring alignment with evolving marketing trends. The campaign's resounding success, evident in rapid sell-outs and widespread demand, underscores its strategic synergy with SangSom's brand identity and market conditions in Thailand.

SangSom is the No.1 Thai Rum Brand. For many years, SangSom has been investing in promoting ‘its name’ in the market through advertisements and various consumer experiences, becoming a familiar brand to everyone. Recently, when tasked with promoting a new Limited Edition ‘Dual Bottle’ box , we spotted a quirky transformation of 'Sang-Som' into the playful 'Som-Sang' on the box, before someone else did, we made a joke of ourselves by turning the design mistake into a new campaign!

Through social data gathering and on-ground focus groups with SangSom's fan base, we've identified their primary interests: entertainment, partying, and art. In the ever-evolving market targeting the younger generation, SangSom faces the challenge of prohibited alcohol advertising, limiting the display of bottles. However, the brand takes a creative approach by injecting an 'Ear Worm' in a humorously memorable manner. This strategy perfectly aligns with the preferences and values of our youthful target audience.

Som-Sang WHAT! is what the Fun Music Campaign using 'Ear Worm' strategy in Music Marketing to promote 'Sang-Som' the new limited edition pack. Featuring Nack Chalee, a popular Thai singer, the campaign was kicked off with an MV loaded with many Thai wordplays that sound like 'Som-Sang,' sparking everyone's curiosity about what 'Som-Sang' really is.

The MV was launched on various social media platforms such as Facebook and TikTok. Moreover, everyone can experience this music directly through the new limited box. Just scanning the limited box turns it into a jukebox with AR, making the box even more enticing for collectors.

The campaign kicks off with an exclusive music release by popular singer ‘Nack Chalee’, sparking immediate excitement. Geared towards engaging the younger generation, we leverage Nak Chalee's fanbase. He also sings live on TikTok, with the humorous catchy song and related content trending on the platform, further amplifying its impact among the younger audience.

A week later, we heightened the impact by launching a music video, significantly expanding the campaign's reach. The momentum peaks with a vibrant mini-concert, generating buzz around 'Som-Sang What' through various online channels ex: facebook / tiktok / youtube.

Simultaneously, the limited pack is strategically introduced on-trade, revealing an exciting feature: the pack transforms into a music hub using VR technology. This twist ensures that SangSom and 'Som-Sang' become synonymous with every party, creating a lasting impression and seamless engagement at every touchpoint for the target consumers.

The campaign's success speaks volumes, with the limited edition product selling out within the first week of its launch. An 81% surge in TikTok followers underscores the brand's resonance with its target audience. Moreover, the campaign has garnered an impressive 3.4 million minutes (equivalent to 56,000 hours) of consumer engagement, along with over 900,000 reactions and a reach of more than 22 million individuals. This extensive reach translated into a staggering 72 million in earned media value, amplifying SangSom's visibility and impact in the market. Notably, the music video component of the campaign has been a runaway success, amassing 27 million views and engaging with audiences 29 million times, with the song becoming a viral sensation on TikTok.

These results signify heightened consumer awareness and a notable 30% increase in brand perception, reflecting the campaign's strategic alignment with SangSom's brand identity and its ability to resonate with evolving consumer preferences.