DR LIFEBOUY

TitleDR LIFEBOUY
BrandUNILEVER
Product / ServiceLIFEBUOY
CategoryA03. Brand or Product Integration into an existing programme or platform
EntrantMINDSHARE Singapore, SINGAPORE
Contributing Company TURNER BROADCASTING SYSTEM ASIA PACIFIC Hong Kong, HONG KONG
Media Agency MINDSHARE Singapore, SINGAPORE
Entrant Company MINDSHARE Singapore, SINGAPORE

Credits

Name Company Position
Abhishek Gupta Mindshare Asia Pacific Director Client Leadership

The Campaign

Although Branded Entertainment is not a nascent concept in India and Pakistan, the dilemma is that there are no set rules for this platform. Without any well communicated DO’s and DON’T’s in the industry, the advertiser is left with an open playing field which becomes a paradox when it comes to execution. The content is left at the mercy of advertiser without any guidelines or restrictions on the brand elements visibility and mileage. This situation leads to content not true to the audience’s liking, with a negative view of content that is heavily loaded with brand elements and ideologies. The rules of the game change in each and every project as per the broadcaster/vehicle used for the campaign hence progression has been slow. Industry benchmarking has always paved the way for growth but as this doesn't really yet exist, experimentation continues in this area, with many players testing various executions and dynamics with every campaign.

Results

Sadly over two million children don’t live to see their fifth birthday because of diseases like Diarrhea and Cholera, caused by lack of hygiene. But how do you encourage young children to do something they don’t want to do? When Lifebouy created a new hand wash that kills 99.9% of germs in just 10 seconds, they pledged to change the hand washing habits of a billion people by 2015 - and save lives. An ambitious global mission for the century old brand. The strategy was simple: Make it fun! Lifebouy partnered with the Cartoon Network to develop Dr Lifebuoy a fun, 3D animated hand puppet, who appears with characters like Tom & Jerry, Ben 10 and Chota Bheem - in an entertaining and educational five part series - teaching children about the importance of washing their hands 5 times a day. Each film focused on a different vital moment for children to wash their hands – before eating, after using the toilet, mealtimes, playtime and after school. These aired during ad breaks of the cartoons that feature the same characters - continuing the enjoyment of their favourite shows, and driving stronger engagement with the important message. The short films also focused on two key messages; washing hands five times a day and how this can be done superfast with no fuss. Kids love to laugh and watch cartoons and without realizing they’re learning just how quick and easy it is to protect themselves from dangerous diseases.

Lifebouy partnered to produce the 'Dr Lifebuoy' five part short film series each with different characters and heroes. The aim was to immerse the brand message in the children's entertainment world, and to appear as a cartoon story, rather than advertising. The ads were aired around mealtime and playtime; after school, in the holidays and at the weekend. 'Dr Lifebuoy’s' uniqueness comes from not just the simple and effective strategy, but in the seamless execution - making it an instant success with the children.

Dr Lifebuoy became an instant hit, with results positively indicating children are washing hands more frequently. In India, Lifebouy market share increased by over 5% in the two months following the Dr Lifebouy series - in Pakistan an over 2% increase - indicating more products are now being used to wash away dangerous germs - more often. The campaign delivered awareness/market share gains - and positioned the brand as the go-to hand wash to prevent disease. Dr Lifebuoy is now being rolled out globally - teaching children the importance of hand washing, and helping them reach the age of five.