TO DO OR NOT TO DO by Mindshare Mumbai for Domex

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TO DO OR NOT TO DO

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released November 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: HINDUSTAN UNILEVER
Product/Service: DOMEX TOILET CLEANER
Date of First Appearance: Nov 4 2009 12:00AM
Entrant Company: MINDSHARE , Mumbai, INDIA
Business Director: Mrinal Sharma (Mindshare)
Business Manager: Peeyush Shekhar (Mindshare)
Business Executive: Aradhita Utterkar (Mindshare)
Media placement: Audio Spots - Rajdhani Express - 4th November 2009
Media placement: Static Branding - In and around the train toilets - Rajdhani Express - 4th November 2009
Media placement: Trivia Sheets - Outside the toilet doors in the train - Rajdhani Express - 4th November 2009
Media placement: Product display - Rajdhani Express - 4th November 2009
Media placement: PR coverage/Interview - Rajdhani Express - 4th November 2009
Media placement: Interviews on Radio - Radio Mirchi, Radio City, Radio One, Fever FM, Suryan FM - 4th November 2009

Results and Effectiveness
Germ kill proposition up by 38%, Remove stubborn stains up by 29% and Brand usage up from 24% to 26% post the activity. Brand received extensive PR coverage. Editorials about brand’s initiative for building germ free environment for the nation were written in 14 leading newspapers of the country. Leading News channels like CNBC, NDTV group and popular websites like Reuters, DNA online, Agency FAQ’s, and Exchange 4 media also covered the cause. Top Radio stations covered interviews of founder of WTO, VP Home care and Global Hygiene Manager HUL urging people to be conscious about healthy toilets and hence opting for the right toilet cleaner.

Creative Execution

Toilet hygiene was a cause of major concern in Indian Railways and any activity to improve the toilets in deplorable condition gets noticed by a large number of people. Therefore it’s a strong medium to increase awareness and build brand proposition by providing service of germ free toilets at place where commuters required it the most. A communication model with multiple points of messaging throughout the journey was designed to endorse product proposition that Domex destroys germs and keep toilets hygienically clean. The communication model included: Branding in and around toilets with 'Jaggu Jaundice' the animated germ in Domex ads. Display of trivia sheets outside toilet doors giving germ facts, Domex ingredients & its benefits along with Product Display near the toilet bowl. Multiple audio messages on the Public Address System re-affirming 'Germ Facts' e.g. “Did you know that even in a toilet that looks visibly clean, there exists 189 types of germs”. Hygienically clean train toilets provided by Domex bought live the engage to experience model.

Insights, Strategy & the Idea
Domex is a leading toilet cleaner in a nascent category where 46% consumers still use proxy cleaners. Hence the goal was to make consumers aware that any cleaner which provides 'visibly clean toilets' is not good enough and emphasise the need for a product which is effective in killing germs. Toilet cleaner’s category is growing at a brisk rate of 24% and there was a huge potential for driving category penetration. The idea was to identify an apt platform which would display product credentials at scale and create engage to experience model for reaching potential consumers. Railways are a life line of India carrying over 6 billion people annually. A commuter spends on an average 8 hours in a train journey with the largest being 42 hrs. Hence Domex tied up with 8 trains carrying 12000 passengers daily across 8000 kms providing Domex branded and clean train toilets to 2 million commuters in a year.