Malaysian Media Awards Winners Showcase

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Challenge
Every laundry detergent TVC feels the same, and there are MANY of them. How can FAB, well-known to many households, but faces intense competition, differentiate themselves to be a ‘trusted friend’, a friend that lightens the average household’s laundry load?

Solution
To many housewives, mums, or single working females, doing laundry is unexciting, and a CHORE. What more with household cleaning, cooking etc. At the end of the day, she is completely tired. The strategy: conversation starter for the like- minded and like-hearted community. The idea: FAB, the trusted and loyal housekeeper that helps lightens routine chores. Thus introducing, the load-lightening troopers: “FAB SKUAD”.

Execution
A series of eleven semi-reality 30-minute weekly episodes were created and aired on TV3. Two months prior, call for entries at in-store and TV kicked off searching for individuals that best deserved their loads lightened. Adibah Noor, leader of the squad, together with her team will solve the problems winners faced. Each week, the FAB SKUAD team solved different problems in the simplest, most cost effective manner – something realistic that winners can repeat themselves thereafter.

Results
•FAB sold out!!! When FAB SKUAD aired! Stock re- directed from other countries!
•Lighthearted programme won over Malaysians, garnering healthy TV ratings TVR3.8 (vs. 2010’s program on same time belt with Skuad FAB).
•Number of Facebook fans increased 50% during campaign with healthy sharing Rate at 7.73%