2016 Winners & Shortlists

Brief Explanation

Hajj is the Muslim pilgrimage to Mecca, taking place in the last month of the Islamic year. All Muslims are expected to make at least once during their lifetime. Dettol wanted to own the Hajj season in the hearts and minds of consumers. We wanted the brand to be a key enabler for having a healthy Hajj through our communication platform: ’’Dettol kills 100 illness causing germs to enable you to have a Healthy Hajj’’. We identified all viable communication points to pilgrims prior to and during Hajj/Umrah: - Social Media: Through the Dettol Arabia FB page we sent out reminders and hygiene tips prior to and during Hajj/Umrah. - Mobile: Mobile phones are the best way to communicate with pilgrims during Hajj/Umrah so Dettol partnered with a leading Hajj app, ‘Salam’ and sent out health warnings, relevant branded content and reminders. - OOH/Airport: We wanted to reiterate our message and thus Dettol was present as the pilgrims landed in Jeddah airport and along the roads to Mecca.

Creative Execution

Dettol believes that Prevention is Better than Cure. We relayed this message throughout our media communication, as follows: First, Dettol mapped out all direct contact points from the start of Hajj until the end. We then reminded pilgrims to come prepared and sent out targeted messages to those planning for the Hajj and Umrah. We also knew that we had to caution them when and where they were most exposed, so we partnered with the Saudi Ministry of Health who notified us of outbreaks across the city and in turn, Dettol alerted the pilgrims through branded content messages on the most used Hajj mobile App ‘Salam’. Along their journey, strategically placed airport and outdoor signs reiterated Dettol’s message.

Results

Dettol quickly became the name for health during the Hajj pilgrimage, all under a budget of USD 150,000! During Hajj, traffic to the Dettol partner 'Salam' mobile application increased by 1419% vs. previous week with a total of over 2 M impressions after the first 4 weeks alone! The total reach of unique users for the campaign was almost 2 Million - 38% of TG (benchmark @ 26%-30%.) Total Reach of 5.5+ million impressions over delivered by 14 % vs. projected KPIs with the top performing post reaching almost 430,000 people. In terms of sales, Dettol Hand Sanitizer ran out of stock in the whole of Mecca.