SangSom

Auction For Low Price

The more you bid, the lower the price – to STRIKE BACK AT the cheating reseller

​​Background

Like many countries, Thailand has tough laws on alcohol. There are restrictions on advertising and display of product’s packages, except the logos. Without ads, every brands opt for premium products to boost awareness.

So the Thai rum brand ‘SangSom’ which means full moon – launched ‘Moon Tent’, a limited edition premium giveaway. The response was sensational, but it also came with shocking news! Some people resold the tents at an unacceptably high price!

Idea

For this shocking reason on e-commerce. We hit back at the cheating reseller with a real-time response.

SangSom presents ‘Auction for the Lowest Price’, ​​the first auction in history where the more you bid, the lower the price to save our fans from being ripped off. 

The campaign started by inviting our fans to come together to dump the price down on a Live auction. The rule is to bid DOWN 50 THB a time. Within 1 minute, the lowest bidder will get the moon tent for free. And we make sure to satisfy everybody by issuing more moon tents at the same lowest price on all shopping platforms.

Case VDO

Results

The campaign became a viral sensation.
• 5.7 million free PR value.
• Within just 1 minute we are able to attract over 4,000 comments, the highest ever.
• The price drops over 64%.
• 180,000 Engagement.
• 300% Brand Reach Increasing.