Results and Effectiveness

The “Hom” Song became a household hook. The “Hom” Song is a triumph in sticky content. Through a sonic branding movement, the song mobilised consumers across the sales funnel. New sales targets were met and competitor consumers were converted. If the proverbial actions really speak louder than words, then a mass dance-routine surely highlights a campaign success that is deafening. The campaign transformed “All” from “average” to “outstanding” in Thailand: • “All” brand awareness increased from 37 to 58% (+21pts) after 2 weeks of launch • Success in achieving emotional connection and consumers engagement:

Creative Execution

We partnered with GMM Grammy to create the song, selecting Ice Sarunyu (top three pop artists) as the vocalist. The “Hom” song was created with that elusive “X Factor” of THE mythical ingredient that would make housewives want to sing and dance along with glee. The brand name and values were cleverly referenced in the catchy tune and deployed in all audio/ audio-visual communications. The track was released as a single Ice Sarunyu’s new album and was heard over the airwaves freely as a song rather than an advertisement. A signature dance routine was created to go with “Hom”. Musics videos were broadcasted on music TV channels across free TV/cable. We partnered 40 radio stations nationwide and played the “Hom” song 10 am every day, cementing an occurrence into a household routine. We branded a segment where housewives can call-in to share their routine of turning their laundry moments from dull to delight. A flash mob in Hua Lumpong train station launched the song with a PR drive to increase coverage nationwide.

Insights, Strategy and the Idea

The low tier detergent category is dominated by Pao and, largely driven by low pricing and promotion. The launch of “All” brand thus provided the opportunity elevating its superior quality and enhanced laundry experience. After the first three months of a launch campaign, the initial results were average. A second ATL shot meant the campaign needed to be louder, stickier, and more effective; a single campaign that would acquire new consumers as well as convert existing users. Our target audience is a price-conscious upcountry young housewife who does laundry by hand, amongst other household chores, which take up her mornings. To make boring chores more enjoyable, these housewives often sing and dance along with the pop songs they hear on the radio or on music channels on TV while going about her activities. Our strategy was to turn a mundane laundry chore into a delightful time for our young housewife by co-creating a hit song that she can sing and dance to whilst doing her laundry.