Softlan makes a sensory splash with ASMR-fuelled cinema campaign

Colgate-Palmolive Malaysia took cinema-goers on a sensory journey with its latest Softlan campaign, turning movie halls into immersive experience zones where fabrics, and not just films, take center stage. The campaign took place across over 300 Golden Screen Cinemas (GSC) halls nationwide from 24 October to 3 December, the campaign combines sight, sound, touch, and smell to showcase Softlan’s signature promise.

The idea? To remind Malaysians what truly matters in a fabric conditioner. “Consumers seek the ultimate soft texture that’s easy to iron, smooth to touch, and fragrantly fresh,” the Colgate-Palmolive Malaysia team explained to A+M. “So, we set out to deliver this message through an all-round ASMR experience with sound, sight, touch, and smell. The ASMR hook literally lets people feel their fabric, even in a cinema.”

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At the heart of the campaign is a one-of-a-kind ASMR (autonomous sensory meridian response) booth, inviting visitors to experience the textures of Softlan-treated fabrics while enjoying a 20-second ASMR ad. Cinema halls themselves are infused with Softlan’s scent, ensuring that the sensory journey continues beyond the booth. And for those who can’t make it to a cinema, the campaign extends to TikTok, TV, Meta, YouTube, and even Grab, using geo-targeting to bring the activation to commuters near key malls such as Mid Valley.

Visitors were able to experience more than just a whiff of freshness. The ASMR booth doubled as a mini studio where attendees can create their own user-generated content, sharing their personal ASMR moments on social media—a trend-savvy way to extend the campaign beyond the cinema walls. On top of this, GSC’s own OOH screens amplify the Softlan experience, while lifestyle-focused KOLs help spotlight the sensory fun to broader audiences.

The campaign, a collaboration with Ogilvy Malaysia, Wavemaker, Hatch Big Ideas, and GSC Cinemas, aimed to reframe the fabric conditioner category. “While many brands have leaned heavily on fragrance, Softlan wanted to remind consumers about the basics: softness, smoothness, and freshness,” the Colgate-Palmolive team shared. “This push ensures that even the everyday fundamentals feel like a premium experience.”

The campaign’s playful tagline summed it up perfectly: “So soft, so smooth, so fresh; It has to be Softlan.” With its mix of ASMR, cinema activations, social amplification, and clever partnerships, the brand has turned a simple softener into a full-sensory adventure that leaves audiences reaching for more than just popcorn.

This follows the softener brand's campaign in April, which involve the takeover of an LRT train on the Kelana Jaya line for the launch of its new Complete 5-in-1 floral fantasy scent. Video teasers on Softlan's social media pages showed a train wrap in bright pink, and an image of clothes hung in a long line across the whole length of the train in gradient colours. It also features the campaign's tagline "Pakaian kekal baru lebih lama" ('Clothes stay new for longer').

Upon entering the train, passengers were also greeted with a loudspeaker announcement which said "Selamat datang ke Softlan complete LRT. Pakaian kekal baru lebih lama" ('Welcome aboard the Softlan complete LRT. Clothes stay new for longer.'). Periodic diffusers with the new floral fantasy scent were also installed throughout the carriages, granting commuters a brief respite from the various odours and smells present during peak hour travelling.

The initiative took commuters on an immersive journey through "Softlan complete 5-in-1 LRT", through sight, sound, smell and touch. The brand also set up pop-up booths in collaboration with Lazada at four high-traffic LRT stations across the Kelana Jaya LRT line, namely KL Sentral, Masjid Jamek, Pasar Seni and Bangsar between March to May, inviting commuters to play games to redeem prizes, as well as to touch, smell and experience the effects of the new floral fantasy scented softener.

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