Dettol Outdoor, Case study DETTOL STAMPS by CARE DIRECT Sharjah, Havas Worldwide Dubai

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DETTOL STAMPS

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Industry Hygiene & Personal Care Products, Soaps
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market United Arab Emirates
Agency CARE DIRECT Sharjah
Agency Havas Worldwide Dubai
Released January 2013

Awards

The Loeries Awards 2013
AFRICA & THE MIDDLE EAST OUTDOOR & COLLATERAL MEDIA Bronze

Credits & Description

Client RECKITT BENCKISER
Product DETTOL LIQUID HAND WASH - SCHOOLS' PROGRAM
Entrant HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Type of Entry: Promo & Activation: Product/Service
Category: CONSUMER PRODUCTS & SERVICES
Title: DETTOL STAMPS
Product/Service: DETTOL LIQUID HAND WASH - SCHOOLS' PROGRAM
Entrant Company : HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency : HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency 2 : CARE DIRECT Sharjah, UNITED ARAB EMIRATES
Name Company Position
Leon Vercueil Reckitt Benckiser Arabia Fze Senior Brand Manager - Dettol
Mai Daoud Reckitte Benckiser Arabia Fze Assistand Brand Manager - Dettol
David Bowen Havas Worldwide Dubai Senior Art Director
Ross Hardiman Havas Worldwide Dubai Senior Copy Writer
Tihana Begovic Havas Worldwide Dubai Senior Account Executive
Elie Sfier Havas Worldwide Dubai Production And Studio Manager
Nader Baker Havas Worldwide Dubai Account Executive
Peggy Kotoula Care Direct Middle East Fze Dubai Office Head
Ayham Homsi Havas Worldwide Dubai Account Executive
Youmna Boustani Havas Worldwide Dubai Account Director
Nikki Samson Havas Worldwide Dubai Senior Account Director
Jamie Mc Ainsh Havas Worldwide Dubai Group Account Director
Describe the brief from the client:
Every year Dettol run a school’s program to promote healthier hygiene habits in schools across the Middle East. This year we focused primarily on the importance of hand washing as the best defense to fighting off germs and illnesses.
Describe how the promotion developed from concept to implementation:
The basic concept was the ‘Germ Stamps’. These worked as a clever mechanic to teach kids in a fun and memorable way. The stamps then became part of an educational kit. Working with multiple teams Dettol developed, distributed and implemented the kits in schools across the Middle East.
Describe the success of the promotion with both client and consumer including some quantifiable results:
In terms of results well we weren’t selling any products. We weren’t looking for Facebook or Twitter fans. We weren’t looking for YouTube hits or online impressions. All we were trying to do was promote healthier hygiene habits across the Middle East. The feedback so far is due to the ‘Germ Stamps’ kids don’t need to be told to wash their hands they want to. That’s the only result that matters to us.
Explain why the method of promotion was most relevant to the product or service:
The service we were providing was education on germ awareness and the importance of proper hand washing. We had to make this relevant to our target market. So as a kid everything is about having fun they don’t want to learn about mundane stuff like germs and hand washing. Using this insight we turned the boring chore of hand washing into a fun challenge.