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Region(s): A P AC Country(s): Indonesia Industry Sector(s): Cosmetics / T oiletries/Beauty

Region(s): A P AC Country(s): Indonesia Industry Sector(s): Cosmetics / T oiletries/Beauty. Unilever Lifebuoy – Every drop counts. T arget Audience(s): All adults. Challenge/Insight. Strategy/Ideas.

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Region(s): A P AC Country(s): Indonesia Industry Sector(s): Cosmetics / T oiletries/Beauty

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  1. Region(s):APAC Country(s):Indonesia IndustrySector(s):Cosmetics/Toiletries/Beauty Unilever Lifebuoy –Everydropcounts TargetAudience(s):Alladults Challenge/Insight Strategy/Ideas 1out of 5youngchildreninIndonesiadonotreachtheage of 5 anddieyoungbecause of diseaseslikeCholeraandDiarrhea. Thecases of deathwerehighestinone of theareas of Indonesia calledNTT. Some of thesecases,whicharecauseddue to infections,canbebroughtdownbysimple act of hand washing.Unfortunatelythereareveryfewhand-washfacilities available for childreninpublicplacesandschools Moreover, hand washingwithsoapisnottop of mindorapriority for alot of these audiences. It isahabit that takestime to build.Lifebuoyis awell-establishedbrandinIndonesia.Consumersassociate Lifebuoywithhealthanditisknownasthebestbrand to protect againstgerms.Thebrandwanted to raiseawarenessaboutthe Washinghandswithsoapisadailyhabitandthisbehavior transformationhappensoveraperiod of time. Lifebuoyacross theglobehasbeeninstrumentalindrivingthehand-wash hygieneinitiatives.Asapart of one of themanyinitiatives,the brandcelebratesGlobalHandwashingDayeveryyear to raise awarenessabouthand-washThebrandwanted to leverageits equityandassociationwiththeGlobalHandwashingdayfurther. In 2013,itwanted to raiseawarenessandsupport for the probleminNTTandremindpeopleabouttheimportance of hand washingUnlikemanyothercountries,Indonesiaisacollective societyandanaverageIndonesianbelievesindoinggood for others.Thebrandcreatedamovementcalled“Adoptavillagein Toupdate this brandzonetext,double clickhere

  2. Unilever Lifebuoy –Everydropcounts Execution/Activation Results/Effectiveness In order to getmoreandmorepeople to pledgeitwasimportant for us to showhowthousands of peoplewerealreadysupporting thecause.Whenpeoplesee that someoneelseisalready supporting,theyaremotivated to support.Wetookthisthoughta stepfurther. HowabouttellingtheaverageIndonesian,minuteby minute,howmanypeoplearesupportingthecause. This ishowwedidit 1. Thebrandcreateda‘Handwashing booth’wherepeoplecouldcomeandwashtheirhands.These boothswereplaces at highfootfallareaslikemallsand multiplexes etc.Thesehandwashboothweremadeusinga combination of technologies. 2. At theseboothswe createdspeciallifebuoyhandwashbottles,whichhadachip that · Thecampaignwitnessedoverwhelmingresponse.More than7.2millionpledgescameinsupport of thecampaign.These peoplenotonlysupportedthecause,theactivationalsoraised awarenessabouthandwash· ThismeansLifebuoy contributed to morethan720millionIndonesianrupiahorapprox. US60,000 to thecause(@100rupiahperpledge)· The brandgainedoncertainattributesasbelow : 1. ‘UseNow days’attributeincreasedfrom52–552. Attributefor Lifebuoy ‘Protectionfromgerms’increasedfrom80-83 Toupdate this brandzonetext,double clickhere

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