Results and Effectiveness

A highly-positive outcome in terms of effectiveness was confirmed by a leap in top-of-mind awareness from 50% to 92% resulting from 100 fact-to-face interviews before the campaign and 100 conducted afterwards. Scores were high in feedback categories such as “makes me feel engaged with product” plus “interesting”, “enjoyable”, “exciting” and “high quality”. An extremely encouraging statistic to emerge from the exercise was that numbers of visitors using the Jatujak conveniences soared 30% during the campaign, compared with figures for the same period last year.

Creative Execution

As this was a first-in-market campaign, the team decided to go all-out for a high-impact result, so they targeted the static public conveniences serving Jatujak – the world’s largest weekend market, which draws tens of thousands of shoppers. The “Hell on Earth” in Bangkok was transformed into the kind of wholesome, hygienic, clean-smelling toilet amenity. Scott toilet paper were on hand, free of charge to ensure that users emerged with smiles on their faces and the Scott brand planted firmly in their minds, following a truly happy toilet moment. A deluxe “No.2” experience centred on a plush portable loo in public areas such as shopping arcades, parks, a children’s museum, cinema and fun park. Consumer engagement began with the welcoming sight of a super-clean Scott-branded public convenience, plus a clean and cheerful interior and oodles of lovely, soft Scott toilet tissue as a memorable piecé de résistance.

Insights, Strategy and the Idea

Consumer's perception toward bath tissue is “no difference”, this category is considered almost as commodity and consumers are more conscious in comparing the price of products. Despite Scott's proposition on quality superiority; private labels and other budget brands kept bringing economical offer, this has challenged Scott’s premium value market leader position. Thus, Scott had to reconnect with its users to prove the validity of paying more for better toilet paper! The team hit on the idea of using widespread hatred of public toilets as a methane-fuelled power source. Such bog-standard conveniences in Thailand are well known for two reasons – malodorous stench and lack of tissue. On the rare occasions when paper is available, people are often expected to pay for it, and the quality is generally rock bottom.