Softlan 2025 - ASMR experience

For Softlan 2025, we wanted to gently remind Malaysians of the qualities mums love and families appreciate about the product. Rather than saying it out loud, we chose to let people feel it. We turned to ASMR to bring Softlan’s benefits to life, translating touch into sound.

The idea was simple: if you can hear softness, you can almost feel it.
Imagine what fabric smooth sounds like.

To bring the idea beyond the screen, we created an on-ground activation at GSC, where audiences were invited to hear, feel and even create their own ASMR sounds using Softlan fabrics. This transformed a familiar product truth into a sensory experience, the one that invited people to reconnect with Softlan in a more intimate, modern way, while using real petals as a mnemonic for fragrance and freshness.