Campaign beginning (Oct ’13): We first aired the TV ad to create awareness about the couple & the marriage proposal.

The Back Story (Nov’13) – ‘The Love-Story that led to the TV ad’: We commissioned popular romantic novelist Ms. Damya Hanna to create a fictional back love-story that led to the marriage proposal featured in the TV ad. Then, we partnered with top online romantic novel website, Ilham Karangkraf to publish our TV ad love story. The story was also popularized across Newspapers (Harian Metro & Sinar Harian), Magazines, Radio, Social media & Cinema.

The Story forward (Nov-Dec’13) – ‘Inspiring consumers to share their own Love Stories’: Everywhere our TV ad love story appeared, we invited consumers to share their own Love stories which led to their ‘Most Beautiful moment’. The best 100 stories from these were featured in a novel ‘FAL Detik Terindah’ (FAL ‘My Most Beautiful Moment’).

Consumer Engagement:

• Based on just our TV ad we created a crowd sourced novel of ‘100 Most Beautiful stories’, bringing alive FAL personality. Distributed 10,000 copies across bookstores; featured in KL international Book fair

• Increased FAL FB fan base by 23% (73,620 new fans)

Brand Sales:

• Stalled Market-Share decline happening since 2011, closing 2013 with a +1.3% growth

Most importantly, we re-established FAL’s emotional connect with consumers: convinced them FAL helps them achieve their ‘Most Beautiful moments’.