Lifebuoy Direkt, Design und Branding, Fallmethode Handle On Hygiene 2.0 [2017 version] Geometry Global Dubai

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Handle On Hygiene 2.0 [2017 version]

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Medien Direkt, Design und Branding, Fallmethode
Markt China, Malaysia, Saudi-Arabien, Indonesien, Kenia, Vietnam
Agentur Geometry Global Dubai
Veröffentlicht Oktober 2016


Dubai Lynx 2017
Innovation Creative Innovation Innovation Lynx

Kredite und Beschreibung

Media: Case Film
Client: Unilever
Product: Lifebouy
Agency: Geometry Global Dubai, United Arab Emirates
Entrant: Geometry Global Dubai, United Arab Emirates
Product/Service: Lifebouy
Idea Creation: Geometry Global Dubai, United Arab Emirates
Idea Creation 2: Memac Ogilvy & Mather Dubai, United Arab Emirates
Ecd: Ben Knight (Geometry Global)
Creative Director: Logan Allanson (Memac Ogilvy/Ogilvyone Dubai)
Copwriter: Christian Louzado (Geometry Global)
Art Director: Christian Louzado, Logan Allanson (Geometry Global)
designer: Calvin Wei Sheau Yeng/Viko Ferrari/Rocelo Lamboloto (Geometry Global)
General Manager: Nick Walsh (Geometry Global)
Group Account Director: Anna Start (Geometry Global)
Client Services: Siwar Khodr/Ivy Siby/Omar Bitar (Geometry Global)
Head Of Creative Services: Alvin Chin (Ogilvy Singapore)
Pr Director: Sami Moutran (Memac Ogilvy Pr)
Associate Account Director: Andrew Shearer (Memac Ogilvy Pr)
Pr Exec: Dalia Halabi/Sophie Wordley/Caroline Afara (Memac Ogilvy Pr)
Marketing Manger: Bora Usal (Unilever Gulf)
Brand Manager: Zina Gorbacheva (Unilever Gulf)
General Manager: Luke Morris (Magnet)
Producer: Jordan Knight (Magnet)
Dop: Juan Cernadas (Magnet)
Graphics: Ghassan Naji (Magnet)
Editor: Souheil Zahreddine (Beyond Post)
The Campaign:
Introducing the Handle on Hygiene, a first-of-its-kind device that attached to the shopping trolley handle. With one swipe across the handle, the Handle on Hygiene was able to apply a thin layer of Lifebuoy hand sanitizer liquid, which became a perfect product efficacy demonstration and disrupted the shopper before they entered the store.
We partnered with supermarket giants, Carrefour, which saw approximately over 20,000 shoppers walk through their doors on a daily basis.
As a result when shoppers reached the store, they were able to get a hold of a unique trolley. Messaging on the handle clearly mentioned directions on how to use the handle with the Lifebuoy claim ‘Kills 99.9% of germs’.
Handle on Hygiene demonstrated the power of our product in an innovative way. We didn’t just tell them we could kill 99.9% of germs, we empowered them to do so throughout their shopping journey.
Creative Execution:
The device is comprised of 2 reservoirs , silicon seals and Teflon runners of varying sizes to accommodate the difference in handle thickness. It is easy to refill and 1 fill will last approximately 12 hours of use. It’s held in place by screws, which are covered by the graphic insert and lens to avoid any unwanted shop-lifting! and can house a communication message in a banding insert around each half. Once full it is ready for use for the day.
The device went through several rounds of R&D and the initial device used in Dubai had to go through further R&D to make it more commercially viable as the unit cost was making it prohibitive. The Handle on Hygiene 2.0 is now a working device ready for Mass Production and is planned to roll-out across several markets in Asia and Africa in the coming year.
During the campaign in Carrefour we saw a 48% unprompted engagement rate with shoppers and a sales increase of 53% across the Lifebuoy range of products.
One-on-one conversations with shoppers who engaged with the device showcased that 50% of shoppers felt ‘safer’ due to the device and 40% commented that it was a clean and easy solution.
The device was showcased at the UN Sustainable Development Summit 2015 alongside Lifebuoys panel discussion around the importance of hygiene education.
In 2016 The device went through further R&D to make it commercially viable for mass production and has been implemented in 500 stores in China with a plan to roll-out further across Malaysia, Vietnam, Indonesia, Kenya and Saudi Arabia in 2017.
Handle on Hygiene is a simple yet effective new media channel for shopper marketers around the world.
The Handle on Hygiene is an innovative device that attaches to shopping trolley handles and sanitises the handle using the Lifebuoy hand sanitizer product, killing 99% of Germs.
It is relevant for the Innovation Lynx because it was an idea conceived and originally designed by the local agency and developed with an expert partner for manufacture, and it is a one-of-a-kind device for a specific brand and purpose and has been effective driving, both sales and brand values.
Handle on Hygiene is a simple yet effective new media channel for shopper marketers around the world.
The Campaign:
With our insight in hand, the Lifebuoy Handle on Hygiene was created at the heart of the campaign, to provide a solution at the moment where it could make the most impact. The innovation applies a thin layer of Hand sanitizer liquid to your trolley handle – killing 99.9% of germs with one simple swipe. Shoppers were now germ free for their entire shopper journey with just a swipe.
Creative Execution:
The Handle on Hygiene 1.0 model took over 9 months of development. 6 prototypes were developed during the beta phase ensuring that the brand lived up to its promise.
To get maximum exposure, Lifebuoy teamed up with supermarket giants Carrefour in the Middle East. Trolleys were equipped with the device overnight. As a result, shoppers were able to get a hold of a unique shopping trolley providing them with a germ free journey.
Messaging on the handle clearly gave directions on how to use the product allowing shoppers to not only interact but also drive them to the Lifebuoy aisle.
The initiative was further published across social media channels i.e. Facebook, YouTube. Consumers were shown how the product functioned and the benefits of a germ free shopping experience. Bloggers and online news channels gave the initiative thousands of impressions globally, changing the way shoppers perceive Lifebuoy as a brand.
Shoppers who engaged with the innovation found it protected them through their journey as they touched food, swiped and then retouched the handle.
The 2015 pilot campaign produced 48% engagement rate with the device amongst unprompted shoppers, 53% sales increase for the brand and was introduced at the UN Sustainable Development Summit in New York. It received over 100 million media impressions (source: CISION) across global health and news networks.
Due to the positive results of the pilot, in 2016, it was rolled-out in partnership with 9 key accounts to over 500 stores in China over a 40-day campaign. (SOURCE: Unilever Asia). The brand saw a sales increase of 321%. (SOURCE: Unilever Asia). 71% of unprompted shoppers noticed the device. (SOURCE: Unilever Asia, Shopper research). 80% of these intuitively swiped the handle. (SOURCE: Unilever Asia Shopper research). Purchase intent rose by 30%. (SOURCE: Unilever Asia run shopper interviews post visit).
Direct and Promo & Activation is the best means to create immediate impact on the sales of the product. With shoppers unable to differentiate between product offerings, it was essential to build brand love to gain foothold in the market.
So in order to grab our shoppers’ attention, our challenge was to stand out from the clutter of brands. To do so, we needed to attract them before they entered the store and switched to shopper mode.
We developed a series of consumer purchase decision journey’s using agency proprietary research and discovered that consumers shopping lists predominantly included “soap” or “antiseptic soap” rather than a brand. If a brand was on it, it was always Dettol.
So our key focus was grabbing the attention of consumers at the right moment, just before they turned into shopper mode. We wanted to turn ‘soap’ or Dettol on lists into ‘Lifebuoy’.
Though people have a general concept of good hygiene habits, shoppers are unaware of the dangers that lurk on supermarket trolleys. Research carried out by University of Arizona found that shopping handles are home to over one million germs. Seven out of every ten handles were covered with fecal bacteria and Salmonella while E.Coli was identified in 50% of samples tested.
Our strategy was to “sensitise” shoppers and let them know that Lifebuoy exists and kills 99.9% of germs.