The Campaign

The automatic dishwashing machine, while a staple in homes in the West, is still considered a luxury product to consumers within most Asian countries. According to Euromonitor International, in the beginning of 2011, automatic dishwashing machines were installed in less than 1% of Singaporean households. And Singaporean Mums liked it that way. Lack of space in their kitchen, widespread availability of domestic helpers and the feeling that dishes could be cleaned more effectively using a standard dish sponge and good old fashioned ‘elbow grease’ rendered the automatic dishwasher unnecessary. Therefore, in order for Reckitt-Benckiser to sell more of their Finish dishwashing detergent, they first had to convince Singaporeans of the value of an automatic dishwashing machine. The consumer products company teamed up with Bosch home appliances to execute a public relations campaign which utilized bloggers, social media and the first-ever Singapore Kitchen Hygiene study to convince Singaporeans of the hygiene benefits of an automatic dishwashing machine. The results were impressive, with consumers being touched across multiple touchpoints, a PR value of more than SGD 400,000 (representing an ROI of nearly 2-to-1) and 75% of messages containing more than two key messages.

The Brief

Public relations was engaged to lead an integrated marketing campaign designed to transform Singaporean consumers’ perceptions of an automatic dishwashing machine from an unnecessary luxury to a useful appliance with tangible hygiene benefits. The ultimate business goal was to assist in building up the automatic dishwasher market by providing consumers with a strong reason to invest in an automatic dishwashing machine and purchase Finish dishwashing detergent.

Results

The study revealed that while most consumers reported positive attitudes about reducing the risk of foodborne diseases domestically, an overwhelming majority did not implement food safety practices. Harmful Bacteria in the Home 88% of sponges tested were found to contain Salmonella and/ or E.coli Nearly 1/3 of the dishes tested contained traces of Salmonella and/ or E.coli 20% of chopping boards had Salmonella and/ or E.coli Kitchen Hygiene Habits 92% of the households surveyed think they have moderate to complete control over getting food poisoning at home Results of the study made headlines in major newsdailies, lifestyle publications, online channels, blogs and were broadcast across a multitude of TV and radio news channels. The campaign generated a PR value of more than SGD 400,000 (representing an ROI of nearly 2-to-1) and 75% of messages containing more than two key messages.

Execution

A dishwasher seeding program was conducted with two popular parenting bloggers who developed content about the benefits of an automatic dishwashing machine [July – October 2011] The centerpiece of the public relations campaign was the Finish/Bosch Kitchen Hygiene Study, which evaluated the kitchen hygiene habits of 25 Singaporean households and tested a kitchen sponge, plastic chopping board (supplied one week earlier) and a random dish for the presence of harmful germs and bacteria. [October - November 2011] The results were revealed through a VNR and during a press conference led by the scientists who conducted the study, and included remarks by Reckitt-Benckiser and Bosch executives, a leading infectious disease doctor and a participant from the study. [November 2011] Dishwasher giveaways were conducted with two popular parenting publications. [July – December 2011] A consumer brochure was developed and distributed in-store. Hygiene messages were also incorporated at POP and a consumer microsite.

The Situation

Reckitt-Benckiser, a market leader in the household, health and personal care sectors had formed a strategic alliance with Bosch Home Appliances, a leading home appliance manufacturer, to increase the installed base of Bosch dishwashers in Singapore households and increase sales of Finish dishwashing tablets. According to a Euromonitor International report published in March 2011, “… a dishwasher remained a luxury product in Singapore as consumers were accustomed to manual dishwashing and were thus unwilling to splurge on such an expensive product. Moreover, the widespread availability of domestic helpers in Singapore further saw the lack of need for dishwashers.”

The Strategy

Following consumer interviews, several key reasons why Singaporeans were unwilling to splurge on a dishwasher emerged, however, the most compelling reason was that consumers were accustomed to handwashing dishes and felt that they could ‘scrub them clean’ more effectively with a standard dishsponge. It was clear that Singaporean Mums wanted to protect and care for the health of their families, but according to the Agri-Food & Veterinary Authority of Singapore, one of the most common causes of food poisoning is the improper handling of food at home. This insight aimed our strategy on hygiene. The sponges they hold dear are actually breeding grounds for harmful bacteria, which could cause food poisoning. PR set out on a mission to challenge the kitchen hygiene habits within Singapore, its potential effect on the health of the family and reinforce that dishwashers are proven to kill 99.9% of harmful germs and bacteria.