Message was entirely conceived and activated by media agency, presented to client as a mock-up of the gameshow. Having identified the most effective media touchpoints for the target, it became a media-led initiative, with all creative executions tailor-made for the chosen media. It also leveraged all properties of major national media group. Usage of "Light" in TV show title "A Light Affair" and across all activations served to reverse negative connotation of the product category.

Show's debut episode rated 5.6% - amongst PMEB's top-10 shows that week. At outdoor events 250 people signed-up. Core gameshow strategy achieved 166% ROI, including on-air trailers guaranteed across TV, radio and TV Mobile, 5-episode airtime and show's ad sales were fully-booked. Sales volume is already up 80% year-on-year.