SANGSOME ‘AM/PM’ COLLECTION

THE FASHION PRICES THAT FLUCTUATE BASED ON THAILAND’S LEGAL ALCOHOL SALES TIMES

BACKGROUND
Due to alcohol sale times restriction law in Thailand, people cannot buy alcohol during the day. Therefore, all alcohol brands have done the same tactics connecting drinkers with on-trade promotion campaign at night and give away merchandise items. SangSom, the largest Thai Rum Brand want to create conversations without times restriction.

THE STRATEGY
Sangsom Turned ‘Limited Sale Times’ Into ‘Limited Edition’.
To get more brand love and hype from young generation, SangSom playfully hijacked the alcohol restriction times and turned to sell the ‘Limited Edition’. We redesigned boring merchandise Items that other brands usually give away to SangSom items that consumers seize for during the day times.

THE IDEA
“SangSom AM/PM Collection”, the fashion items that 1 consumer will see the cheap price in daytime but insanely expensive price at night.
During daytime, people cannot buy alcohol, the price goes down. However at night, the price insanely skyrockets to 1,000 times more expensive making it absurd to buy. Because, we want them to go party instead of shopping.

THE EXECUTION
To Launch SangSom ‘AM/PM’ Collection, the brand releases online fashion lookbook collection. Each photo shows both regular AM price and insanely expensive PM price. This creates curiosity and buzz to among of audiences and fashion community like Vogue and Preaw Magazine.

Using Time-Based ad strategy to make sure that the same audience see both regular AM price and shocking expensive PM price. The algorithm will run different price on each item in different times to all social platforms like Facebook, Instagram and Twitter. This urge target to share, get back to engage with campaign message and buy the fashion items. The ads reach audiences to purchase via brand’s social channel or get the campaign idea from chatbot welcome message.

At the same time, the brand release content to confirm the product quality, all brilliant fashion items were designed by the renowned illustrator, Phannapast Taychamaythakool who established famous craftworks for Gucci Thailand.

Case VDO

RESULTS
• 3000 Items sold out in 2 days with the day-time price.
• Inbox to brand channels every 5 minutes after launch.
• $165,000 earned media value on Instagram.
• 200,000 Engagements from all social platforms.
• Media budget only $ 0.02/click
• Brand follower increased 20%
• Became No.1 the most influential Brand on social media in alcohol category ranked by Brand Age.
• Sales increased 22%

The Collection Items