2016 Winners & Shortlists

The Brief

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. This is a genuine problem that put millions of shoppers worldwide at risk of contamination, everyday. It was also an opportunity for Lifebuoy to provide a world first solution and demonstrate that prevention is better than cure.

Creative Execution

In March 2015, we installed the Handle on Hygiene overnight at Carrefour, the largest supermarket in the Middle East. The success of this ongoing activation has convinced Unilever to roll it out regionally and then worldwide. So rather than just being a campaign, we hope to see Handle on Hygiene become an industry standard, protecting shoppers and their loved ones.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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 promo and activation idea. We created a completely new form of shopper marketing that delivered exactly the right message, to the right people, in the right place.