2016 Winners & Shortlists

Brief Explanation

The Handle on Hygiene highlighted the dangers of bacteria found on supermarket trolley handles and reminded shoppers of Lifebuoy's hygiene benefits by engaging them in a truly unique way. With a simple swipe shoppers were able to protect themselves and their loved ones throughout their entire shopper journey. By demonstrating the power of our product in such an innovative way, at a time when customers need it the most, Handle on Hygiene become an unforgettable piece of direct communication. We created a completely new form of shopper marketing that delivered exactly the right message, to the right people, in the right place.

Creative Execution

The activation instantly demonstrated the power of our product in an innovative way. We didn't just tell them they could kill 99.9% of germs we empowered them to do so throughout their journey. They could touch, smell and feel the benefits of Lifebuoy before they even entered the store. This not only helped them feel protected but also reinforced the brands message of creating accessible hygiene and health solutions.

Results

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. 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.