Surf Excel has been a trusted name in Bangladeshi households for over three decades, simplifying laundry with innovative solutions. As urban lifestyles evolve, Surf Excel Matic Liquid becomes the go-to choice for easy and effective laundry care. We launched an engaging carnival-themed initiative to connect directly with consumers and showcase our premium liquid detergent explicitly designed for washing machine users.
A Rising Need in Urban Households
Bangladesh's urban consumer class is growing quickly, and more middle-class families now want convenience in their daily lives. Washing machines are becoming common in urban homes, with around 200,000 sold in 2024 alone. However, many people still use regular detergent powders that are not tailored specifically for washing machines, which can negatively impact both the cleaning results and the clothes.
Surf Excel Matic Liquid has launched a product designed for modern laundry to fill this need. To raise awareness and drive trials, we took the experience directly to consumers through two distinct activations: Corporate Carnivals at leading workplaces and Fun Fairs in communities.
The Carnival Experience: Play, Win, Buy
The carnival-themed activations were designed to combine education and entertainment, making laundry care an engaging topic for consumers. The Play-Win-Buy model invited participants to play exciting games like Ping Pong and enjoy interactive performances such as Magic Shows. Winners received reward coupons, which they could redeem for Surf Excel Matic Liquid products at the venue.
This hands-on experience demonstrated to consumers the superior benefits of Surf Excel Matic Liquid—like its ability to dissolve easily, prevent residue buildup, and protect fabric—while creating a fun and memorable engagement.
A Trailblazing Start with Promising Results
The first three fairs were hosted at corporate offices and multiple apartment complexes in the heart of Dhaka city. These events reached a total of 2,650 consumers and achieved an impressive 71% conversion rate, leading to the sale of approximately 3,450 units of Surf Excel Matic Liquid.
The carnivals drove immediate sales and set the stage for sustained awareness among urban washing machine users. The initiative demonstrated Surf Excel's ability to use innovative marketing methods, directly connecting with consumers in ways that resonate with their modern lifestyles.
Building on the success of these pilots, Surf Excel plans to expand the carnival model to five new corporate offices and five new gated communities by the end of the year. This expanded roadmap aims to further educate urban households about the benefits of Surf Excel Matic Liquid and encourage trials within this growing segment.
By setting a benchmark in consumer engagement, this activation also opens doors for other premium Unilever brands to adopt innovative approaches to reaching their audiences.
More Than Just Laundry Care
At Surf Excel, we strive to make life easier for our consumers, allowing them to focus on what truly matters—spending quality time with their families and embracing life's messiest moments. With initiatives like the carnival, we continue to fulfil our promise of delivering superior laundry solutions while strengthening our connection with Bangladeshi households.
Whether through our powders or our premium liquid detergents, Surf Excel remains committed to innovation, reliability, and consumer satisfaction. When it comes to cleaning, you can always count on us to embrace experiences and leave the dirt to us.