Kao Industrial Thailand - Attack Laundry Bag

In Thailand, laundromat services are booming, meeting the demands of those seeking convenience and affordability in washing their clothes. A recent survey discovered that 60% of laundromat customers rely on motorcycles, the predominant and easiest mode of transportation in the country. However, this poses risks, as carrying a basket full of clothes on a motorcycle can result in severe accidents and injuries. With this context in mind, a campaign for Attack 3D, a detergent brand, aims to introduce a solution that enhances safety during transportation and revolutionizes the way people transport their laundry, making it hassle-free and secure for motorcycle users.

Attack 3D, Thailand's leading detergent brand, has launched a compelling campaign tailored to the local market. With a focus on convenience and effectiveness, Attack aims to foster brand-love among existing and potential users who rely on laundromats while commuting on motorcycles. Embracing the concept of an effortless and efficient laundry experience, the campaign centers around the key message "Laundromat Soulmate." As part of this initiative, Attack has unveiled a premium gift: a specially designed laundry bag. This innovative bag not only enhances the ease and safety of transporting clothes to laundromats but also serves as an impactful out-of-home advertising medium, effectively boosting brand awareness and sales.

Recognizing the pain point experienced by laundromat users, the team devised the concept idea ‘Laundromat Soulmates' tailored specifically for the Thai market. This concept revolves around placing the consumer at the center and brainstorming essential solutions that can enhance laundry’s convenience and effectiveness, which aligns perfectly with Attack brand's core values.  We’ve found that a portion of laundromat users in Thailand require a safer transportation method to and from laundromats. In response, our campaign aims to offer a reliable and secure transportation solution that caters to their needs, ensuring a safer and hassle-free laundry experience.

Revolutionize Thai laundry routine, Attack 3D came up with a simple yet practical solution: the Attack Laundry Bag "The Laundromat Soulmate" - your perfect companion for hassle-free laundry trips. It's a specially designed multipurpose laundry bag that can fit perfectly on your motorbike, with a strap and a pocket to secure your clothes and other essentials. It's also stylish, durable, and easy to wash. With the Attack Laundry Bag, you can say goodbye to the hassle and risk of carrying a basket, and enjoy a smooth and safe ride to the Laundromat. Embrace convenience and efficiency with Attack 3D and experience a new level of a safe-laundry perfection.

The response was overwhelming, as the Attack Laundry Bag sold out 5,000 sets within a mere two weeks, and the demand continued to rise. It spread rapidly within the laundromat community, quickly gaining traction on social media and accumulating over 20 million impressions. Furthermore, the Attack Laundry Bag serves as a long-term mobile out-of-home advertising medium, effectively capturing consumers' attention with a minimal budget and reaching countless eyeballs.

Convenient, Cool, Safe, and always reminds everyone of Attack.