Posted on by Nathalie Tay
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Big Tree and Softlan’s Scent-Sational Train Hits The Tracks
09 Apr
Fabric softener brand Softlan and Big Tree Outdoor, Malaysia’s No. 1 outdoor marketing solutions provider, have raised the bar for experiential out-of-home (OOH) marketing by taking over the Kelana Jaya LRT line in a campaign that was truly scent-sational.
In a bold and innovative move, the brand partnered with TV3’s Wanita Hari Ini to host a first-of-its-kind live broadcast from inside a moving train. Appearances from celebrities, influencers, and media personalities transformed the LRT into a mobile talk show, bringing energy, excitement, and endless freshness to the daily commute.
The train itself was fully wrapped in Softlan’s signature colours, while scent diffusers periodically released the iconic aroma of Softlan Complete 5 in 1, turning carriages into a moving canvas of freshness. At selected stops, commuters were also greeted by the brand’s cheerful jingle.
Inside the train, topics like freshness, comfort, and confidence — all core values of the Softlan brand — took centre stage. With Wanita Hari Ini leading the dialogue, the broadcast became a platform to empower women with real, everyday solutions.
“A live broadcast from a moving train? That’s a first for us. And it was such a proud moment, too! Softlan really pushed the boundaries of what OOH can do, and we loved being part of something so multisensory and imaginative,” shares Stephanie Wong, Chief Operating Officer of Big Tree.
“From scent diffusers to a full train wrap and a celeb-packed live show, it wasn’t just a train ride — it was a full-on brand experience from start to finish. All in all, it’s proof that OOH can truly move people, literally and emotionally.”
The impact didn’t end on the tracks. Campaign visuals dominated major stations, from digital displays at Kelana Jaya LRT to KL Monorail. The message was clear and impossible to miss: freshness, everywhere.
From March to May, Softlan will be extending the experience with pop-up activations at KL Sentral, Masjid Jamek, Pasar Seni, and Bangsar. These events allow commuters to experience the softness of Softlan-treated fabrics, a tangible proof of the brand’s promise.
Ultimately this wasn’t just an OOH campaign. It was a movement. A reimagining of what brand engagement could be. Because when a campaign makes history, fills the air with freshness, and captures hearts in motion — you know you’re on the right track.
