Lux Promo, Case study SOAPFA by J. Walter Thompson Bangkok

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Market Thailand
Agency J. Walter Thompson Bangkok
Creative Director Hans Mueller
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: LUX SOAP
Date of First Appearance: Oct 1 2010
Creative Director: Hans Mueller (JWT Bangkok)
Senior Designer: Phatsakorn Chanpho (JWT Bangkok)
Account Executive: Piyaporn Sanitwong (JWT Bangkok)
Media placement: Ambient - KTC Boutique Banking Branch, Bangkok; - 1 October 2010

Insights, Strategy & the Idea
Lux was launching the ‘Lux Soft Touch’ soap bar in Thailand and briefed us to develop ideas to support the ATL communications for this launch. The brief was open, and we were encouraged to consider new media.

Consumers are bombarded with similar communications at retail. In store communications have become a category norm, with everyone sing the same media in the same way. We wanted to break out of the normal pattern and introduce surprising new media that was true to the Lux brand and communicated the product benefit in a tangible way.

Creative Execution
The design was inspired by the new soap bar shape. When enlarged the contours of the soap took inspired thoughts of a luxurious sofa. A sofa provides the perfect tactile media that will allow women to feel against their skin the softness that Lux Soft Touch delivers, and that is what inspired the choice of velvet as a covering material. We placed the design in locations that were not just surprising but also provided a contrasting backdrop to the softness of the sofa, such as bus-stops, office lobbies, and parks.

Results and Effectiveness
The Lux Soapfa was successful at engaging passers-by and providing them a direct experience with the softness of new Lux Soft Touch. Seeing this, the Lux client decided to adapt the idea to more mass media, wrapping bus seats in a similar plush fabric so that the masses could experience Lux’s soft touch.