2016 Winners & Shortlists

Brief Explanation

Lifebuoy, one of Unilever's oldest brands, are creators of the world's number 1 selling germ protection soap. Throughout their 110+ year history, the vision has been to provide affordable and accessible hygiene and health solutions for 1 billion people – irrespective of age or economic status. Today, Lifebuoy is the leader in every Asian market it is sold.

The Brief

The client approached us with a brief to engage shoppers and increase sales of their product range. We realised that the best place to remind shoppers of Lifebuoy's hygiene benefits was where they unexpectedly pick up the most germs – supermarket trolley handles. We returned to Lifebuoy with world first in innovation.

How the final design was conceived

Being a fist of kind innovation, production was a lengthy process of trial and error. We had to solve problems such as preventing the liquid from evaporating, making it easy to attach and refill, sponge longevity and size ergonomics. This unique design fits perfectly with the brands commitment to create new healthy habits through accessible hygiene solutions. With a simple swipe shoppers were able to protect themselves and their loved ones throughout their entire shopper journey. By demonstrating our product in such an innovative way and at a time when customers need it the most, Handle on Hygiene become an unforgettable and unique piece of design. We created a completely new form of shopper marketing that delivered exactly the right message, to the right people, in the right place.

Indication of how successful the outcome was in the market

Implemented in Carrefour, the largest supermarket in the Middle East, we were able to demonstrate Lifebuoy's hygiene benefits to approximately 10,000 shoppers per day – increasing sales and brand awareness. Every shopper who engaged with the innovation found it protected them throughout their journey – as they touched food, swiped and then retouched the handle, their hands and handle were completely re-sanitised. The activation helped to remind people that Lifebuoy are a brand cares about their health. Following the successful campaign, Unilever is planning on applying the Handle on Hygiene worldwide and then onto other areas of high bacterial contamination, such as hospitals and public transport.