2012 Winners & Shortlists

Results and Effectiveness

By using Doctor endorsements that were educational and engaging, we’ve successfully changed brand perceptions and behaviors. When comparing viewers 59% of viewers now associate DAC as ‘high quality’, compared with 44% of non-viewers, providing clear evidence; perceptions of DAC’s superior strength have changed. Confidence in the brand increased by139%, whilst affinity towards DAC rose by 60%. Associations of DAC providing ’24 hour germ protection’ also increased by 11%. Finally, sales volumes of DAC increased by 5%, whilst market share grew by 4%.

Creative Execution

Research told us that when it came to ‘trust’ on home-related issues, the most influential source over friends/family are ‘Doctors’. Therefore, our idea was to use endorsements from Doctors to move associations from functional claims to emotional connections. Firstly, we gained approval from over 1,000 registered Doctors and built a campaign around an endorsement message that DAC was ‘Recommended by 1000’s of Doctors across the GCC’. Secondly, we developed brand content for Television featuring one specific Doctor called Dr Ameera to change ‘cocktailing’ habits. In each 10min episode of ‘You & Your Home’ Dr Ameera visited housewives to clean-up a particular household and offer practical advice. Finally, we also turned DAC’s ambassador ‘Dr Nouf’ into a Virtual Doctor through an interactive blog online.

Insights, Strategy and the Idea

‘DAC’ has been a household essential for many homes across the GCC. However, despite positive sales/share, growth plans have been stifled by the competition and consumer. Competition wise, the entrance of Clorox and heavy investments by Dettol left DAC in the middle of a price/promotion war. From a consumer perspective, housewives don’t trust the cleaning power of household disinfectants. In fact, a habit over recent years is ‘cocktailing’ - mixing several disinfectants together because they believe it creates a super-solution. Therefore, we had to build trust amongst Arab women by communicating DAC’s superior strength.