Safeguard Ambient THE GERM STAMP [Video] by Saatchi & Saatchi Singapore

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THE GERM STAMP [Video]

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Industry Hygiene & Personal Care Products, Soaps
Media Ambient
Market Singapore
Agency Saatchi & Saatchi Singapore
Director Vittorio Badini Confalonieri
Executive Creative Director Bruce Matchett
Art Director Ng Pei Pei, Cinzia Crociani, Ruth Ibbotson
Copywriter Paolo Agulto, Jennie Morris, Mariuze Jino Argamosa Moreto
Photographer Getty Images, Keystone, Image Plus
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Fast Moving Consumer Goods Silver
Media Lions Use of Media; Best Use of Ambient Media: Small Scale Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: PROCTER & GAMBLE
Product/Service: SAFEGUARD SOAP
Agency: SAATCHI & SAATCHI Singapore, SINGAPORE
Executive Creative Director: Bruce Matchett (Saatchi & Saatchi)
Creative Director: Jennie Morris (Saatchi & Saatchi)
Art Director: Cinzia Crociani (Saatchi & Saatchi)
Copywriter: Jennie Morris (Saatchi & Saatchi)
Copywriter: Mariuze Jino Argamosa Moreto (Saatchi & Saatchi)
Copywriter: Paolo Agulto (Saatchi & Saatchi)
Art Director: Ruth Ibbotson (Saatchi & Saatchi)
Art Director: Pei Pei Ng (Saatchi & Saatchi)
Global Equity Director - Safeguard: Neel Chaurasia (Saatchi & Saatchi)
Regional Account Director: Ann Jingco (Saatchi & Saatchi)
General Manager: Celevel Ranoco Butler (Saatchi & Saatchi)
Account Manager: Ruth Barcelona (Saatchi & Saatchi)
Director: Vittorio Badini Confalonieri ()
Director Of Photography: Massimo Bettarelli ()
Photographer: Getty Images (Getty Images)
Production Manager: Terry Ong (Saatchi & Saatchi)
Regional TV Producer: Lolita Ham (Saatchi & Saatchi)
Traffic Manager: Siti Muttalib (Saatchi & Saatchi)

Results and Effectiveness

The germ stamp was a hit. Kids made it a part of their daily routine. They didn't just get stamped by teachers, they stamped each other too.
Because of this, regular hand washing in schools increased by an incredible 71% in just one month. Teachers also reported that sick days fell by almost half, and that their jobs became easier because they didn't have to force their students to wash their hands anymore. Most importantly, it cemented Safeguard as a champion against hand-borne germs and illnesses.
The stamp was so successful, client is bringing it to China, Pakistan, and Mexico.

Creative Execution

The only way we could make kids wash their hands was to let them know that the germs are on their hands.
So, we created a germ kids could see and put it on something they love: a stamp.
We brought the stamp to the Philippines and distributed it to public schools. Teachers stamped their students everyday, making the germs visible to the kids. To remove the stamp, kids had to wash their hands with Safeguard for 30 seconds - the same amount of time it takes to kill 99% of germs. Once the kids saw the germs, they became more than happy to wash their hands.
Kids enjoyed the stamp so much, they started stamping germs on each other. Teachers made full use of each stamp, refilling its ink from time to time so they can stamp their students more.

Insights, Strategy and the Idea

Every year, hundreds of thousands of children fall victim to hand-borne illnesses caused by germs. Hand washing with Safeguard would kill 99.9% of these germs. Problem is, kids don't feel the need to wash their hands because they can't see the germs. Our task was simple: make kids want to remove the germs on their hands.
So, we created a germ kids could see and put it on something they love: a stamp.
We brought the stamp to the Philippines and let teachers stamp kids everyday. To remove the stamp, kids had to wash their hands with Safeguard for 30 seconds - the same amount of time it takes to kill 99% of germs.
Now, that kids see the germs, they became eager to wash their hands. This made Safeguard more relevant to the kids' everyday lives. It also cemented the brand as a hero against hand-borne germs and illnesses.