Why is this work relevant for Media?

We turned the boring subject of ‘Bathroom cleaning’ into an engaging 360 campaign with an injection of Thai flavour through a wordplay of “hom”, a homophone of ‘Kisses’ and ‘good scent’. Our new scented product and ‘Love and care’ came alive through “hom” content created with a popular TV program and KOLs. Audiences could engage with the content and won for prizes including a chance to join the brand event with their favourite celebrity!

Background

Duck is the market leader of the bathroom cleaner category in Thailand. Duck Pro was the brand’s key product and dominated its market share (Approx. 50%). However, it has been struggling to maintain or further improve on its market share, driven by a competitor price war and the brand’s challenge to recruit new users with the barrier of ‘harsh smell’. To overcome the current challenges, SCJ launched a new product with three pleasant fragrances to attract new users. In order to build awareness and drive consideration of the new product line, we needed an impactful solution that breaks through the ad clutter and stands out amongst the competitions.

Describe the creative idea/insights (30% of vote)

Despite the disinterest in our category, 85% of our category users responded via a survey that “it is important for them to keep their home clean, especially the bathroom where it has the most germs”. More than a half of the category users are housewives who feel responsible for their family’s wellbeing at home. To them, cleanliness of the bathroom is a testament of their love and care towards their family. Rooted in this insight, our campaign idea embraced the concept of ‘love and care’; connecting it with the Thai word “hom” which is a homophone of “kiss” and “good scent”. With this concept, we were able to bring the product benefit to life as well as the love our audience wants to share with their family.

Describe the strategy (20% of vote)

Leveraging the creative concept of the wordplay around “hom” as “kisses” and “good scent”, we created a new tone of “Bathroom cleaning” as the reflection of “Mothers’ love”. This gave us the unique opportunity to not only differentiate from Duck-pro, but ease into the new product line and move away from the existing “harsh smell” perception of the Duck-Pro. Our audience (female 25+) selectively watches TV programs and dramas with their favourite cast members and spend more than 3 hours a day on social media watching their favourite content. To connect with this engaged and passionate audience, we partnered with celebrities and influencers loved by Thai housewives to create custom content around “hom” that was shared across TV and social media calling to win for prizes including a chance to join the “Kissed by Duck” event with their favourite celebrity!

Describe the execution (20% of vote)

The campaign launched on TV and digital to drive the awareness of Duck’s new product and its fragrance range. This was followed by a series of influencer content around “hom” (kisses) to further generate interest and curiosity. Along with this, we worked with the most popular Thai TV program ‘Eaky Soi 31” to create a series of episodes which talked about how our product could bring “hom” (“kiss” and “the good scent”) to their family. To make it more fun and engaging, we also gave the audiences an opportunity to share their story about how they used Duck’s new product to express their love, with a call to win for prizes including a chance to join the “Kissed by Duck” event with their favourite celebrity! This became the talk of the town as no other brand in Thailand has done this before.

List the results (30% of vote)

• 2 million video views generated • 200K participations in all activities – e.g. branded event, social activations in partnership with TV program and KOLs • 100K positive feedbacks on “hom” contents across TV program, YouTube, and Social • 10K shares of stories of “hom” via social media activations • 5 stars product reviews from consumers who tried and reviewed the products • 3pts market share gained in the first 3 months of launch