Brand | UNILEVER |
Product/Service | LIFEBUOY |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Ambient Media: Small Scale |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 3
|
OGILVY & MATHER SINGAPORE, SINGAPORE
|
Production Company
|
MAGNET Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Ben Knight |
Geometry Global Dubai |
Executive Creative Director |
Logan Allanson |
Geometry Global Dubai |
Creative Director |
Christian Louzado |
Geometry Global Dubai |
Inventor |
Christian Louzado/Logan Allanson |
Geometry Global Dubai |
Art Director |
Christian Louzado/Calvin Wei Sheau Yeng/Viko Ferrari/Rocelo Lamboloto |
Geometry Global Dubai |
Designer |
Christian Louzado/Logan Allanson |
Geometry Global Dubai |
Copywriter |
Nick Walsh |
Geometry Global Dubai |
General Manager |
Anna Start |
Geometry Global Dubai |
Group Account Director |
Siwar Khodr/Ivy Siby/Omar Bitar |
Geometry Global Dubai |
Client Services |
Alvin Chin |
Geometry Global Dubai |
Head of Creative Services |
Sami Moutran |
OgilvyPR |
PR Director |
Andrew Shearer |
OgilvyPR |
Associate Account Director |
Dalia Halabi/Sophie Wordley/Caroline Afara |
OgilvyPR |
Accounts Team |
Bora Usal |
Unilever Gulf |
Marketing Manger |
Zina Gorbacheva |
Unilever Gulf |
Brand Manager |
Luke Morris |
Alchemy Films |
General Manager |
Jordan Knight |
Alchemy Films |
Producer |
Juan Cernadas |
Alchemy Films |
Director Of Photography |
Ghassan Naji |
Alchemy Films |
Graphics |
Souheil Zahreddine |
Freelance |
Editor |