2016 Winners & Shortlists

DETTOL HAJJ

Silver

Case Film

Presentation Image

BrandRECKITT BENCKISER
Product/ServiceDETTOL
EntrantUM MENA Dubai, UNITED ARAB EMIRATES
CategoryUse of Digital Media
Media Agency 2 UM MENA Dubai, UNITED ARAB EMIRATES
Entrant Company UM MENA Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES
Production Company HAJJNET Dubai, UNITED ARAB EMIRATES

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. 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’’.

Results and Effectiveness

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! 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.

Creative Execution

Dettol mapped out all direct contact points from the start of Hajj, until the end. First, we reminded pilgrims to come prepared and sent out targeted messages to those planning for the Hajj and Umra. 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 geo targeted messages on the most used Hajj mobile App ‘Salam’. Along their journey, strategically placed airport and outdoor signs reiterated Dettol’s message.

Insights, Strategy and the Idea

Our targets were families traveling as couples or with children or extended family and new users to the product category. Personal Wash Competition had minimal activity during Hajj previously so it was a great opportunity for Dettol to own the communication around Hajj and maximize exposure. 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.

Credits

Name Company Role
Patriz Datlangin UM MENA Senior Social Media Executive
Rodrigo Mavu UM MENA Creative Director
Neha Khandwani UM MENA Business Development Supervisor, MENA
Komal Bajaj UM MENA Marketing Communications Director
Nader Yehya UM MENA Art Director
Mambo Jack, Brazil Production House
Khaldoun El Attrash UM MENA Senior Designer
Loiuse Bolo Copywriter
Sandeep Dhar Reprise MENA Social Media Specialist
Rohan Mane Reprise MENA Performance Media Analyst
Alan Azar UM MENA Regional Business Director
Amel Rebbouh UM MENA Media Director
Evita Douropoulou UM MENA Digital Manager
Tareq Al Masri UM MENA Senior Media Planner
Tala Obeidat UM MENA Social Media Manager
Ali Debaja Hajjnet/UAE Founder and CEO