Surf Philippines: Surf Fabcon’s 'Laba-Ssistant', a conversational chatbot

Loren Saguil, Rachel Marquez, Laurens Almira

Fabric conditioner brand Surf Fabcon created a chatbot to connect to consumers and grow its relevance in the Philippines following a sales decline during the COVID-19 pandemic.

Campaign details

Brand: Surf Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Laundry products Media channels: Mobile & apps, Websites & microsites, Radio & audio, Programmatic display Budget: Up to 500k

Executive summary

Every rainy season, many Filipinos struggle to prevent their laundry from smelling musty. As one of the top laundry brands, Surf sought to advertise its fabric conditioner as one of the best instruments to ward off the 'kulob' (musty) smell. So it launched the Surf ‘Laba-ssistant’ (laundry...

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