LIFEBUOY TRAFFIC SIGNAL by Candid Marketing for HUL

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LIFEBUOY TRAFFIC SIGNAL

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market India
Agency Candid Marketing
Released December 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: HUL
Product/Service: HAND SANITISER
Agency: CANDID MARKETING
Date of First Appearance: Dec 3 2009 12:00AM
Entrant Company: CANDID MARKETING, Mumbai, INDIA
Vice President: Amrita Kumar (Candid)
Media placement: Traffic signal promotion - Traffic signal - 25th January, 2010

Describe the objective of the promotion.
With the intention of making India a healthy place to live in and as an extension to their Healthy Living proposition, Lifebuoy came up with their Hand Sanitizer & wanted to promote it at a place where people feel its need & accept the product. Thus, it was decided to sample Lifebuoy Hand Sanitizer at traffic intersections.

Describe how the promotion developed from concept to implementation
Concept: “Get your hand 99.99% germ free before the signal turns green”. To address the fact that large cities are polluted and dirty – we did the sampling at traffic signals. Promoters used a ‘post-it’ style hand-shaped leaflet on car windows which read “Get your hands 99.99% germ free before the signal turns green”. Once the driver/car owner rolled down the window, the product was sampled, while the promoter said “Watch your hands become 99.99% germ free”. The hand-shaped leaflet also worked as a redeemable discount coupon.

Describe the success of the promotion with both client and consumer including some quantifiable results
In 5 days, around 4540 samples were done at the traffic signals. The ‘post-it’ like leaflet was responsible for over 70% of trials. The client has already initiated the same activity in 6 major metros across India.

Explain why the method of promotion was most relevant to the product or service
Large cities In India are polluted and dirty. Even if someone is inside the car, they are very much affected by the pollution. Also, constantly touching the steering wheel makes your hand dirty. At traffic signals, when the person is idle, the post-it on the window glass, which said “Get your hand 99.99% germ free before the signal turns green” made them roll down the glass & sample the product, making the promotion most relevant for the product. Traffic intersections were carefully chosen in areas of the city keeping in mind the target group for the product.