As this was a first-in-market campaign, the team decided to go all-out for a high-impact result, so they targeted the static public conveniences serving Jatujak – the world’s largest weekend market, which draws tens of thousands of shoppers.The “Hell on Earth” in Bangkok was transformed into the kind of wholesome, hygienic, clean-smelling toilet amenity. Scott toilet paper was on hand, free of charge to ensure that users emerged with smiles on their faces and the Scott brand planted firmly in their minds, following a truly happy toilet moment.A deluxe “No.2” experience centred on a plush portable loo in public areas such as shopping arcades, parks, a children’s museum, cinema and fun park.

Consumer engagement began with the welcoming sight of a super-clean Scott-branded public convenience, plus a clean and cheerful interior and oodles of lovely, soft Scott toilet tissue as a memorable piecé de résistance.

A highly-positive outcome in terms of effectiveness was confirmed by a leap in top-of-mind awareness from 50% to 92% resulting from 100 fact-to-face interviews before the campaign and 100 conducted afterwards. Scores were high in feedback categories such as “makes me feel engaged with product” plus “interesting”, “enjoyable”, “exciting” and “cool”.

An extremely encouraging statistic to emerge from the exercise was that the numbers of visitors using the Jatujak conveniences soared 30% during the campaign, compared with figures for the same period last year.