2007 AWARD WINNER
FASHION / CLOTHING / COSMETICS / TOILETRIES / RETAIL
CAMPAIGN - Think Again
AGENCY - OMD
CLIENT - Reckitt Benckiser
SPONSORED BY
OBJECTIVES
After moving into the liquid hand
wash category in 2004, Dettol
needed to make the leap from
its traditional core strength -
antiseptic wound cleaning, which
treated cuts - to a brand that would
take pride of place on the bathroom
sink.
Using a mix of magazines and
TV since launch, Dettol Liquid Hand
Wash (DLHW) had initial success
with a three to four share position.
But, to boost sales, it had to shake
its heritage of the “ouch” territory,
and make the move to “everyday
friend” - all within limited budget
parameters (under $250,000).
To achieve this goal Dettol would
have to rely on increased trial and
brand reappraisal.
Overall sales and shares
showed “cleaning neurotics” embraced
this product, yet its share
remained short of the lucrative
number two position. OMD had
to secure greater household
penetration to achieve the brand
objectives.
CAMPAIGN
OMD had to secure a channel that
placed DLHW into the hands of the
target at moments of heightened
cleanliness.
So the agency chose to take over
soap dispensers in female washrooms
and parent rooms in Westfield
shopping centres across Australia -
forcing the target to stop and trial the
product. This positioned the product
both as “soap” and “helpful”.
Trial was especially important as
the distinctive smell of Dettol
disinfectant was highlighted as a key
barrier to purchase. Consumers
assumed DLHW would carry the
same antiseptic odour, which was
unappealing in the context of a
handwash deemed as cosmetic.
Mirror decals and soap dispenser
stickers delivered positive
messages while the target was
using the product. Then, at exits,
babylites and posters reaffirmed the
brand experience and key message
take-out.
OMD scheduled the activity over
Christmas to achieve the highest
possible reach within a onemonth
time period (December) to
maximise budget effectiveness.
RESULTS
Over 9.5 million impacts were
delivered during the December
campaign. 38% of women
who experienced the Westfield
campaign said they were “more
likely to buy” DLHW, while 26% said
they were “very much more likely
to buy”.
68% of women said they
“enjoyed” using the soap in the
Westfield centres, while 38% said
they “very much enjoyed” using it.
Dettol sales experienced an
increase of more than 5% across
December.
This was achieved within the
highest price point period of the
year (quarter four). Sales continued
to escalate in the initial holiday
weeks of January 2007, posting a
more than 8% increase.
DLHW achieved a number two
share position in December for the
first time (14.9%).
JUDGE’S COMMENTS
“[OMD] Identified a clear barrier to
the brand/product and developed a
single-minded media approach to
overcome the barrier. The media
provided consumers [an opportunity]
to fully ‘experience’ the brand and
product in a real environment,
relevant to the target. The results
were a direct correlation to the media
campaign.”
|
