Results and Effectiveness

Domex launched this year long public service initiative on world toilet day generating massive PR coverage, recall and buzz in leading newspapers, news channels, popular websites and Radio stations. Interviews of founder of WTO, VP Home care and Global Hygiene Manager HUL urging people to be conscious about hygienic toilets and hence opting for right toilet cleaner was covered by mass media. Brand imagery increased post Activity: Germ kill proposition increased by 38%. Remove stubborn stains increased by 29%. Spontaneous recall increased by 17%. Brand usage increased by 9% in the quarter of the activity. Source: Mind measures Report HUL

Creative Execution

Tie up with Indian Railways covered 8 trains carrying 12000 passengers daily across 8000 kms covering all corners of the country. Domex cleaner’s squad was deployed to provide clean toilets repeatedly in railway coaches. 2 million commuters will be greeted with surprisingly clean toilets branded and maintained by Domex every year. The Domex Germ Free toilet proposition was brought alive by: Highlighting the importance of right toilet cleaner through Toilet door branding, (displaying “Domex kills all known germs”) and product display in toilet. Bringing alive the Animated Germ of Domex commercial, “Jaggu Jaundice” through posters in and around the toilet. Creating awareness on how germs in unhygienic toilets can harm you through Domex trivia sheets. Educating about germs through multiple audio messages over the Public Address System in the train re-affirming “Germ Facts” e.g. “Did you know ,toilet that just looks Visibly clean; there exists 189 different types of germs”

Insights, Strategy and the Idea

Domex is a leading toilet cleaner but category is nascent and majority of consumers still use proxy cleaners. Hence goal of the brand was to make consumers aware that any cleaner which provides “visibly clean toilets” is not good enough and emphasize need of a specialized product like Domex which is effective in “killing germs”. Need was to identify a platform where sanitation was not up to the mark and hence Domex could take initiative of providing hygienic toilets to consumers and make them experience the brand benefits. Over 6 billion people travel by train in India. A commuter spends an average of 8 hours in a train journey with largest being 34 hrs. The visible tension in Indian railways, toilet is unclean and unhygienic. Hence most commuters dread using it. Indian Railways, therefore, became a potent medium to spread awareness about disease causing germs that breeds mainly in toilets.