Malaysian Media Awards Winners Showcase

The Challenge
Kleenex launched Malaysia’s first scented hand and facial tissues. As tissues are packed in plastic, how would the target audience know about its enticing fragrance? Thus, we’re challenged to find an innovative sampling strategy that would make it irresistible for Malaysians to experience Kleenex’s fragrant scent.

Insight, Strategy and the Idea
Since scented tissues haven’t been in the Malaysian market before, Malaysians are not in the habit of smelling tissues. We were concerned that consumers would throw out ordinary tissue samples without noticing its scent. We needed a sampling strategy that would engage passersby to smell the tissue, leading to our insight and idea: NOBODY CAN RESIST SMELLING A BEAUTIFUL FLOWER! Thus, we created a market-first sampling tool innovation never seen before: the ‘KleenexScentedTissue’ ORIGAMI ROSE. Since fragrant smells and beautiful flowers can also uplift mood, our market-first innovation also relays the brand message that tissues can be an indulgent experience beyond basic cleaning with the power of scent.

Media Execution
We set up visually arresting floral stores in shopping malls decorated with beautiful stalks and bouquets of ‘KleenexScentedTissue’ origami roses emitting sweet scents. Each intrigued onlooker was gifted a ‘KleenexScentedTissue’ origami rose bearing the message, “Spreading the Kleenex power of scent”. Who could resist from smelling it? Furthermore, we displayed gorgeous immersing trellises to encourage photo shoots. Those who took pictures with it were rewarded with an exclusive Kleenex rose bouquet! Origami sessions then taught consumers how to make a ‘KleenexScentedTissue’ origami rose to gift their loved ones and spread the Kleenex power of scent.

Results and Effectiveness
‘KleenexScentedTissue’ origami rose won the hearts of consumers, creating a social media buzz with over 1,000 conversations around #KleenexPowerOfScent, and reaching over 233,000 friends (average 233 friends on Facebook per user, source: WeAreSocial 2014). Most importantly, ‘KleenexScentedTissue’ contributed 1.3% share growth to Kleenex market share in first 4 months of launch!