Results and Effectiveness

In total, Breeze reached out to over 4000 households, laundered over 100,000 items of clothing, received over $700,000 worth of free media across the nation, and captured a hundred thousands smiles. Despite some sluggish months in the flooding period, market share increased 2% over the month of December 2011; sustaining its growth into 2012. Consumers now feel significantly more connected to Breeze ““Thank you for coming to help us…With Breeze Free Laundry, I don’t have to worry about how to clean my dirty–from-the-flood clothes…Breeze made my life better.” - K.Pranee Phasukkul , housewife

Creative Execution

The mechanics were simple - Breeze took on the job of washing, drying, and folding everybody’s severely-stained, dirty laundry. There was no limit to the numbers of items flood victims could bring. All they had to do was show up with their laundry, and within the day, it would be returned to them clean, fresh and dry. We partnered with 6 washing machine manufacturers and coordinated with 20 local government provinces, mobilized the whole company of 1,000 office employees and agency partners while ampifying our foot-prints via local news programmes, local on-ground channels and social networks to spread the word, telling consumers where Breeze’s mobile laundromat would be visiting next. For a full month in December 2011, the Breeze laundromat was deployed in 77 different flood-hit locations countrywide to provide clean clothes and a little dose of dignity to families affected by the flood.

Insights, Strategy and the Idea

In 2011, Thailand experienced its worst flooding in 50 years. 65 provinces were declared disaster zones, more than 800 people were killed, hundreds of thousands were left homeless and over 13.6m people were affected. Spirits were low. The loss, unsurmountable. Consumers struggled to clean their homes and their flood-damaged belongings. In the face of adversity and chaos, they yearned for a little bit of dignity and cleanliness to restore a feeling of normality. In a price-driven category where consumers have no brand loyalty, Breeze detergent recognised the importance of driving affinity by reaching out to the community to help consumers rebuild their lives. We salvaged their dignity and restored their smiles, making them feel human and normal again, by providing Thailand’s first-ever free mobile-laundry service for flood victims.