2013 Winners & Shortlists

The Brief

The task was to create a campaign in support of the Global Handwashing Day initiative which was hinged on an event that would promote the participation of the consumers and generate enough word of mouth to spread the core message of the Global Handwashing Day. The campaign/event would increase the visibility of the Lifebuoy brand in the region (and possibly in the global scenario), highlighting our message by differentiating it in a unique way.

Describe how the promotion developed from concept to implementation

We proposed to involve the consumers directly and setting a whole new Guinness World Record on the occasion of the Global Hand Washing Day 2012, to help spread the message by building excitement around it and ignite the interest of the consumer and the media. The plan was to increase the visibility of the brand through the event itself, at the same time conveying the Global Handwashing Day message through the pre-awareness campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

The website scored 35,000 views in 10 days, and a total of 1200 applications. The region’s leading TV channels, radio stations, newspapers and bloggers attended the event allowing to reach more than 470,000 consumers. We gathered 350 people for a total of 72 different nationalities in the name of a good cause and set the Guinness World Record of: “The most individuals with different nationalities washing their hands simultaneously”.

Explain why the method of promotion was most relevant to the product or service

Dubai is a melting pot of cultures and nationalities. We took advantage of this really unique feature of the region, to make our activity resonate with the spirit of the region and the people who live here, as well as with the brand and the cause we were promoting we ventured to create a new world record: The most number of nationalities washing their hands together. We launched an integrated campaign to create awareness about our cause, ignite the interest of the regional Media and recruit participants amongst the consumers to take part in a new Guinness World Record attempt.