Execution

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. To address this fact that large cities are polluted and dirty – we did the sampling of Hand Sanitizer at traffic signals. Promoters used a ‘post-it’ like hand shaped leaflet on car windows which read “Get your hand 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. Traffic intersections were carefully chosen in areas of the city keeping in mind the target group for the product. In 5 days, around 4540 samples were done at the traffic signals. The ‘post-it’ like leaflet was responsible for over 70% trials.