2016 Winners & Shortlists

Brief Explanation

Several university research pieces, including a study conducted by the University of Arizona, found that shopping trolley handles are home to over one million germs. Seven out of every ten handles were covered in fecal bacteria and Salmonella, while E. coli was identified in 50% of the samples tested. As a brand that aims to make a difference by creating accessible hygiene products, we saw this as a great opportunity to not just tell people about the importance healthy hygiene habits, but directly effect their behaviour for the greater good, after all, prevention is better than cure.

Results and Effectiveness

Implemented in Carrefour, the largest supermarket in the Middle East, we were able to demonstrate Lifebuoy's hygiene benefits to thousands of shoppers – increasing sales and brand awareness. Implemented in Carrefour, the largest supermarket in the Middle East, we were able to demonstrate Lifebuoy's hygiene benefits to thousands of shoppers – increasing sales and brand awareness. With an engagement rate of approximately 10,000 people per day the activation helped remind people that Lifebuoy as a brand cares about people's health. 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.

Creative Execution

Handle on Hygiene was implemented in the most effective place possible – the shopping trolley handles used by thousands of shoppers everyday. In terms of effectiveness there was no better way to communicate our message. Handle on Hygiene instantly become an unforgettable piece of direct marketing.

Insights, Strategy and the Idea

We targeted families because small children are particularly as risk of contamination from trolley handle germs and the best way to spread healthy hygiene habits is to teach parents first. However, every shopper who engaged with the innovation found it relevant to them – as they touched food, swiped and then retouched the handle, their hands were re-sanitised. The best way to remind shoppers of Lifebuoy's hygiene benefits was to create a completely new form of shopper marketing that delivered exactly the right message, to the right people, in the right place. Therefore, the best channel of communication was direct media.