THE MOSQUITO HATER

TitleTHE MOSQUITO HATER
ClientSOFFELL
Product / ServiceSOFFELL ANTI MOSQUITO REPELLENT LOTION
CategoryA06. Best Use or Integration of Music
EntrantOMD THAILAND Bangkok, THAILAND
Contributing Company CREATIVE SPIKE Bangkok, THAILAND
Entrant Company OMD THAILAND Bangkok, THAILAND
Media Agency OMD THAILAND Bangkok, THAILAND

The Campaign

Thai audiences are very open to all entertained content. They love soap opera. They love comedy. They love to watch TV and recently, watching a fun clip online become a part of their favorite activities. There is no such a strict regulation on online content as much as National TV, that's why the penetration of online VDO is rapidly increasing in this country. Today,the practice of branded entertainment has evolved,advertisers can produce original entertainment and own their audience, rather than lease them.

Results

Focus groups revealed consumers were not amused by mosquitoes except when they relived with smiles the way in which they often went to extreme lengths to hunt and slap a single annoying ‘mossy’. These pests were not funny but their intended victims found some humour, entertainment and satisfaction in the safest and most effective method of elimination – the slap! Our eureka moment came : ‘a good slap is an act of single handed applause; it’s an art-form’. We developed a unique solution for Soffell, one that would stand out as iconic communication ‘shorthand’, be immediately understood, remembered and shared Soffell were excited by our proposal to unlock brand equity using ‘the slap’. They wanted to see us create something entertaining and viral – sticky content that would spread across consumer devices easily. Our solution was to produce a musical pastiche of Thai Drama scenes called ‘The Slap Rap’ in which people received exaggerated slaps not prompted by rage or revenge but the unrestrained desire to slap the annoying mossy that happened to be on the cheek of the other person. To gain extra traction we persuaded Soffell to commission a high-profile Thai music producer to create ‘The Slap Rap’ and music video for Soffell. Our lyrics contained humorous references about the person with the mossy being in the wrong place at the wrong time. Told in the style of a popular Thai TV Drama, consumers were mesmerized by unique cultural references repeatedly sampling the guilty pleasure of watching the Slap-Rap sung to branded lyrics. We uploaded the VDO on YouTube and directed consumers to the site via online banners and Twitter, Facebook, and PR coverage the agency negotiated within TV Programs.

Millions of consumers return home daily to be entertained by their favorite television drama programming – An entertainment fixture which has become to be referred as ‘Dop-Salop’, literally meaning ‘slap and kiss’ TV novellas. We created ‘The Slap Rap’ and music video for Soffell. Our lyrics contained humorous references about the person with the mossy being in the wrong place at the wrong time. We uploaded the VDO on YouTube and directed consumers to the site via online banners and Twitter, Facebook, and PR coverage the agency negotiated within TV Programs.

Increased Sales: A sales uplift of 17% was recorded during ‘The Slap Rap’ TOMB Awareness Grew. Increasing from 41% (July 2012) to 55% (October 2012), widening the leadership gap difference between Soffell and the competition by more than 20% Number of Views: Over 100,000 Views within a week on YouTube Facebook Fanpage Numbers: Grew 4 times during ‘The Slap Rap’ and overtook the No.1 competitor for the first time. Comments: 90% are positive comments Share: Over 500 shares on Social Media

Credits

Name Company Position
Carol Lai Enesis Regional Brand Manager
Nittreeya Wongsa Creativespike Account Director
Piyanat Kiatnawanand Omd(Thailand) Co./Ltd Media Planning Director
Jinnarat Sampantarat Omd(Thailand) Co./Ltd Business Director