2018 Winners & Shortlists

LIFEBUOY - HANDLE ON HYGIENE 2.0

Client/BrandUNILEVER MIDDLE EAST
Product/ServiceOTC HAND SANITIZER
EntrantGEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
Type of EntryHealth & Wellbeing: Services and Corporate Communications
CategoryCorporate Image & Communication
Idea Creation GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
PR MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Production MAGNET Dubai, UNITED ARAB EMIRATES
Additional Company MULLENLOWE SINGAPORE, SINGAPORE
Additional Company 2 UNILEVER Dubai, UNITED ARAB EMIRATES

The Campaign

With our insight in hand, the Lifebuoy Handle on Hygiene was created at the heart of the campaign, to provide a solution at the moment where it could make the most impact. The innovation applies a thin layer of Hand sanitizer liquid to your trolley handle – killing 99.9% of germs with one simple swipe. Shoppers were now germ free for their entire shopper journey with just a swipe.

Creative Execution

The Handle on Hygiene 1.0 model took over 9 months of development. 6 prototypes were developed during the beta phase ensuring that the brand lived up to its promise. To get maximum exposure, Lifebuoy teamed up with supermarket giants Carrefour in the Middle East. Trolleys were equipped with the device overnight. As a result, shoppers were able to get a hold of a unique shopping trolley providing them with a germ free journey. Messaging on the handle clearly gave directions on how to use the product allowing shoppers to not only interact but also drive them to the Lifebuoy aisle. The initiative was further published across social media channels i.e. Facebook, YouTube. Consumers were shown how the product functioned and the benefits of a germ free shopping experience. Bloggers and online news channels gave the initiative thousands of impressions globally, changing the way shoppers perceive Lifebuoy as a brand.

Shoppers who engaged with the innovation found it protected them through their journey as they touched food, swiped and then retouched the handle. The 2015 pilot campaign produced 48% engagement rate with the device amongst unprompted shoppers, 53% sales increase for the brand and was introduced at the UN Sustainable Development Summit in New York. It received over 100 million media impressions (source: CISION) across global health and news networks. Due to the positive results of the pilot, in 2016, it was rolled-out in partnership with 9 key accounts to over 500 stores in China over a 40-day campaign. (SOURCE: Unilever Asia). The brand saw a sales increase of 321%. (SOURCE: Unilever Asia). 71% of unprompted shoppers noticed the device. (SOURCE: Unilever Asia, Shopper research). 80% of these intuitively swiped the handle. (SOURCE: Unilever Asia Shopper research). Purchase intent rose by 30%. (SOURCE: Unilever Asia run shopper interviews post visit).

PR is a great tool to attract noise around the brand. So our challenge was to use the power of PR to bring forth the brand in a retail environment where shoppers aren’t able to differentiate between product offerings. It was essential to build brand love to gain foothold in the market. So in order to do so, we needed to remind people of the dangers that lurk in the most unexpected places such as supermarkets and present them with the perfect solution to protect their loved ones from germs.

We developed a series of consumer purchase decision journey’s using agency proprietary research and discovered that consumers shopping lists predominantly included “soap” or “antiseptic soap” rather than a brand. If a brand was on it, it was always Dettol. With supermarkets being the final battleground for FMCG brands, it’s harder to stand out and change shopper behavior at the moment of truth. So our key focus was grabbing the attention of consumers just before they turned into shopper mode. We wanted to turn ‘soap’ or Dettol on lists into ‘Lifebuoy’. Our strategy was to “sensitise” them to let shoppers know that Lifebuoy exists and that it kills 99.9% of germs. Research carried out by University of Arizona found that shopping handles are home to over one million germs. Seven out of every ten handles were covered with fecal bacteria and Salmonella while E.Coli was identified in 50% of samples tested.

Credits

Name Company Position
Nick Walsh Geometry GM
Ben Knight, Julian Hernandez Geometry ECD
Julian Hernandez Geometry ECD
Logan Allanson Ogilvy One Dubai CD
Christian Louzado Geometry Copywriter and Inventor, Art Director
Christian Louzado Geometry Copywriter and Inventor, Art Director
Christian Louzado Geometry Art Director
Logan Allanson Ogilvy One Dubai Art Director
Calvin Wei Sheau Yeng Geometry Designer
Viko Ferrari, Rocelo Lamboloto, Calvin Wei Sheau Yeng Geometry Designer
Rocelo Lamboloto Geometry Designer
Anna Start Geometry Group Account Director
Siwar Khodr, Ivy Siby, Omar Bitar Geometry Client Services
Ivy Siby Geometry Client Services
Omar Bitar Geometry Client Services
Alvin Chin Ogilvy Singapore Head of Creative Services
Sami Moutran Memac Ogilvy PR Dubai PR Director
Andrew Shearer Memac Ogilvy PR Dubai Associate Account Director
Dalia Halabi Memac Ogilvy PR Dubai PR Executive
Sophie Wordley Memac Ogilvy PR Dubai PR Executive
Caroline Afara Memac Ogilvy PR Dubai PR Executive
Bora Usal Unilever Gulf Marketing Manager
Zina Gobracheva Unilever Gulf Brand Manager
Luke Morris Magnet Executive Producer
Jordan Knight Magnet Producer
Juan Cernadas Magnet Director of Photography
Ghassan Naji Magnet Graphics
Souheil Zahreddine Beyond Post Editor
Tanay Misra Lifebuoy China Global Brand Director
Phoebe Cao Lifebuoy China Global Brand Manager
Tianying Zheng Lifebuoy China Global Asst Brand Manger
Vincent Zhao Lifebuoy China Skin Cleansing Director
Yechun Lv Lifebuoy China Asst Brand Manager
Jason Ng MullenLowe China Director of Client Service
Vinay Vinayak MullenLowe Singapore Global Business Director
Ranjit Jathanna MullenLowe Singapore Chief Strategy Officer
Ateet Shroff MullenLowe Singapore Group Creative Director
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