Sony Malaysia x Sanren Journey: Turning Laundry into "Me Time" Moments
2 min reading time
Challenge:
Sanren Journey, known for its premium fragrance-driven laundry solutions, sought to elevate its brand positioning through a strategic collaboration that could reinforce its premium status while deepening emotional connections with consumers.
The challenge was to:
- Position Sanren Journey as a premium lifestyle brand, not just a laundry product.
- Create a meaningful brand collaboration that transcends product use and connects with consumers on an emotional level.
- Drive brand awareness and engagement in a competitive market.
Solution:
We orchestrated a unique collaboration between Sanren Journey and Sony, leveraging Sony's noise-canceling headphones and Sanren Journey's premium detergents to craft a narrative around creating uninterrupted "me time" during laundry — turning a mundane task into a personal, relaxing ritual.
1. Creative Concept: “Uninterrupted Moments”
The core idea was to transform laundry time into a self-care moment. Using Sony’s noise-canceling headphones alongside Sanren’s premium-scented detergents, consumers could create a peaceful, sensory-rich environment while doing laundry.
- The Storyline: Laundry isn’t just a chore — it’s an opportunity to disconnect from the noise and reconnect with yourself.
- Product Integration: The campaign highlighted how Sony's headphones block out distractions while Sanren Journey's aromatic detergents elevate the laundry experience into a calming, self-care ritual.
2. Original Song Collaboration
We collaborated with a local song composer to create an original track titled "If You Can" — a soothing, melodic piece designed to accompany consumers during their "laundry me-time" moments. The song fused ambient sounds with gentle melodies, perfectly aligning with the relaxing and uninterrupted theme of the campaign.
3. User-Generated Content (UGC) – Cover Song Giveaway
To drive engagement and spread awareness:
- We launched a cover song challenge on social media.
- Participants were invited to perform their own rendition of "If You Can", showcasing their creativity while promoting the campaign organically.
- Winners received exclusive bundles featuring Sony noise-canceling headphones and Sanren Journey premium laundry sets.
4. Multi-Channel Marketing Campaign
The campaign was amplified across multiple touchpoints:
- Social Media Marketing: Highlight reels, behind-the-scenes of the song creation, and influencer-led "laundry me-time" videos.
- Video Commercial: A visually captivating short film showing someone doing laundry, wearing Sony headphones, fully immersed in the moment — showcasing peace, scent, and sound in harmony.
- Influencer Collaborations: Lifestyle and music influencers shared their own "laundry me-time" experiences and participated in the cover challenge.
