2016 Winners & Shortlists

Creative Execution

The preparation for Hajj begins at least 1-month in advance to prepare essentials and review the requirements. So, Pre-Hajj we wanted to create content relevant to both pilgrims and Dettol. This was done through targeted Social Media posts to people interested in Hajj/Umra as well as partner with Salam, the most used Hajj app. The Salam application included the following information: - Hajj & Umrah essentials - Illness prevention tips - MERS trackers All sections had the Dettol product or branding integrated into it. Salam app and Dettol served as a personal guide to the Hajj journey with helpful tips on avoiding diseases and infection.

Dettol quickly became the name for health during the Hajj pilgrimage. 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! Social Media Deliveries: 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.

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. Here where over two million people from 200 different countries gather in close proximity – the risk of fast spreading diseases is of critical concern. 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’’. Dettol understood the fears faced by pilgrims through every step of their Hajj journey and strived to communicate with them through relevent, timely and real time information across a multichannel media approach, in the hopes of making their journey as safe and enjoyable as possible. Mobile phones are the one item that also reassures them while they are away from home and family so Dettol decided to connect with them.