2020/2021 Winners & Shortlists

Why is this work relevant for Integrated?

The most pivotal aspect of the COVID response campaign was time – we needed to deliver awareness and information on the spread prevention to as many individuals, through as many channels, as fast as possible. The first education assets were delivered within 24 hours – through TV, print and digital. At the same time, we activated our brand ambassadors on social media, the unconventional channels, such as hospital and taxi screens. We also gained access to 50+ schools, and started creating child-friendly assets around spread handwashing education and means of protection. Within weeks, we activated over 2000 touchpoints

Background

The moment we were hit by the Coronavirus pandemic, Lifebuoy made it their responsibility to educate audiences about handwashing and its importance in saving lives. In the atmosphere of uncertainty, misinformation and confusion, our goal became spreading awareness, facts and education on the virus spread, and its prevention. Within 24H, we converted all advertising into public service announcements to wash hands using any soap, not just Lifebuoy. We addressed questions and misinformation, by providing live updates, tracking and facts. We addressed all age groups, from teaching students handwashing in schools, to the elderly in pharmacies and doctor offices. We also played the role in reducing anxiety and putting a smile on people’s face, by providing light and fun, but educational challenges on platforms like Tiktok, through influencers and brand ambassadors. There was never a better time to live the brand’s purpose, and bring it to life through educational executions.

Describe the creative idea

How do you deliver a life-saving message in the time of crisis to everyone, instantly? Give it everything you got. We addressed this challenge in waves, and spread our message everywhere and anywhere, keeping in mind the channel and the audience. First 24h: a public announcement across TV, print and digital. Next, address misinformation and further education across all conventional channels, plus the special channels: To educate children, we approached schools with edu-content about handwashing and virus spread. To reach adults, especially elderly, we included hospitals, pharmacies, taxies, airports, etc. To speak to young adults, became the first Unilever brand EVER with a presence on Tiktok, with a fun challenge, amplified by influencers. We had a chance to make a real impact in saving lives. There are many ways to deliver a piece of content, and we used them all, always with the same message: handwashing saves lives.

Describe the strategy

Faced with a pandemic, it was time for Lifebuoy to live its purpose: educate about hand hygiene and its importance in saving lives. With a target audience of ‘everyone, everywhere’, our mission was simple: reach them all. Our strategy was even simpler: meet them where they are and speak their language. We managed to reach 6 countries across Arabia, with KSA and UAE being our biggest markets. Impacting a whole generation through education, we changed the way the alphabet was taught in schools and at home, by making H stand for Handwashing. Adults were targeted on all conventional channels, including high-risk touchpoints, through geotargeting, in-store and in-mall activations and sampling. Young adults were reached through social, digital and partnerships, with influencers and even competitors joining forces. To reach its objective, Lifebuoy expanded its mediums further then ever before, ensuring our impact was the highest possible.

Describe the execution

Created in real-time, within the first 24h of the outbreak news, our campaign delivered hygiene education across all platforms. 24h: We hijacked TV, print, social and digital. 48h: Delivered first on-site campaign in the region with a live virus tracker and information on virus prevention. All critical prevention supplies were immediately made available, through all e-comm platforms. Awareness was generated through taxi, hospital, school and airport screens. 1 week: Added a strong on-ground presence in supermarkets, groceries and pharmacies. Created a newsletter with the latest Corona virus updates, hygiene facts and tips on how to stay protected. 1 month: Joined Tiktok and started a movement through the #DotheLifebuoy challenge. Partnered with IPL, McLaren and Uber, to widen our educational reach. And we’re not done yet. Breaking all norms, we expanded our portfolio, presence and partnerships like never before, making sure our presence was vital in the fight against the pandemic.

List the results

During our campaign, we released 71 assets including a TVC within 24H, eventually activating 2,200 media touchpoints in 6 countries across Arabia. Arabia was the first region to launch on-site campaign with a dedicated landing page and live coronavirus tracker within 16 hours. As a result, the website traffic grew 27x from just 2K visits (during the month of January) to 54K visits (campaign period of 6 days). With full e-comm integration, we became the #1 Handwash across all brands. On social media, Lifebuoy Arabia reached 19 million consumers which is 52% of the total Arabia population, with 500K+ social engagements. We ensured presence in 70% of stores and 500+ pharmacies in KSA, and reached 200K commuters on taxi screens, 300 hospital screens and 50+ schools in UAE. Our POS activations drove sale up by 50%, and we activated high-risk touchpoints at more than 100 stores across the GCC.