SangSom is the No.1 Thai Rum Brand. For many years, SangSom has been investing in promoting ‘its name’ in the market through advertisements and various consumer experiences, becoming a familiar brand to everyone. Recently, when tasked with promoting a new Limited Edition ‘Dual Bottle’ box , we spotted a quirky transformation of 'Sang-Som' into the playful 'Som-Sang' on the box, before someone else did, we made a joke of ourselves by turning the design mistake into a new campaign!

To craft an amusing Lyric about the flipped brand name, we leveraged 'Wordplay,' a cultural identity deeply rooted in the Thai language. This linguistic tradition embodies cultural values, humor, and creativity, forming a connection to social gatherings and events, particularly among Thai drinkers. To connect with the target audience, we co-produced the music with Nack Chalee, a popular and humorous singer with a massive following of 4.5 million fans, to create this crazy earworm music.

And the Music was inspired from the cultural rhythm of the traditional 'Wong-Lao Song.' Traditionally created with chopsticks and glasses, this rhythm features simple melodies and repetitive lyrics. However, in our adaptation, we infused a contemporary style into the music, creating a lively and modern soundtrack for our humorous tale.

Som-Sang WHAT! is what the Fun Music Campaign by 'Sang-Som' is promoting with 'Som-Sang'! Featuring Nack Chalee, a popular Thai singer, the campaign was kicked off with an MV loaded with many Thai wordplays that sound like 'Som-Sang,' sparking everyone's curiosity about what 'Som-Sang' really is. The MV was launched on various social media platforms such as Facebook and TikTok. Moreover, everyone can experience this music directly through the new limited box. Just scanning the limited box turns it into a jukebox with AR, making the box even more enticing for collectors.

Through social data gathering and on-ground focus groups with SangSom's fan base, we've identified their primary interests: entertainment, partying, and art. In the ever-evolving market targeting the younger generation, SangSom faces the challenge of prohibited alcohol advertising, limiting the display of bottles. However, the brand takes a creative approach by injecting an 'Ear Worm' in a humorously memorable manner. This strategy perfectly aligns with the preferences and values of our youthful target audience.

To connect with the target audience, we co-produced the music with Nack Chalee, a popular and humorous singer with a massive following of 4.5 million fans, to create this crazy earworm music.

This approach not only guarantees a positive and memorable experience but also strategically positions SangSom as more than just a beverage choice; it transforms into a companion in their entertainment, social, and artistic pursuits.

The campaign kicks off with an exclusive music release by popular singer ‘Nack Chalee’, sparking immediate excitement. Geared towards engaging the younger generation, we leverage Nak Chalee's fanbase. He also sings live on TikTok, with the humorous catchy song and related content trending on the platform, further amplifying its impact among the younger audience.

A week later, we heightened the impact by launching a music video, significantly expanding the campaign's reach. The momentum peaks with a vibrant mini-concert, generating buzz around 'Som-Sang What' through various online channels ex: facebook / tiktok / youtube.

Simultaneously, the limited pack is strategically introduced on-trade, revealing an exciting feature: the pack transforms into a music hub using VR technology. This twist ensures that SangSom and 'Som-Sang' become synonymous with every party, creating a lasting impression and seamless engagement at every touchpoint for the target consumers.

The campaign achieved remarkable success

o 3.4 Millions Minutes (56K hours) time spent with the brand and counting on!

o 906,387 Reactions

o 12,468 comments

o 14,373 Shares

o Reach: 22,569,742

o Engage: 17,318,935

o 72 Million Earned Media Value

o 81% Increased in Brand Social loyalty

o 30% Increased in Brand Perception

The music video garnered an impressive 27 million views and engaged with the audience 29 million times.

The infectious song became a TikTok sensation, trending across the platform. Adding to the triumph, SangSom's Limited Edition faced high demand, experiencing scarcity within the first week of release. These results not only reflect heightened consumer awareness but also signify a substantial shift in consumer behavior, as demonstrated by the overwhelming engagement with the campaign content and the swift depletion of the limited edition product.