The Brief

To introduce and differentiate the 3 variants of Dettol “Healthy Skin” Shower Foams and their respective skin benefits, in a way that would cut through conventional TV advertising and to get consumers engaged.

Describe how the promotion developed from concept to implementation

Weather is the key factor affecting skin condition especially in winter; by matching different skin benefits of the 3 Dettol Healthy Skin Shower Foams (Radiance, Moisturizing & Sensitive Care) with 3 common weather indicators (UV, Humidity, Air Quality) respectively, consumers could easily associate and recall our specific shower foam variant under specific weather condition. And “weather report” is the best way to present weather condition.

Describe the success of the promotion with both client and consumer including some quantifiable results

We created over 200 different reports in just 4 days! This was the largest series of completely random TV commercials ever broadcast on the top 2 channels in HK – the no.1 rated TV station and Yahoo! Weather report channels. We also put the clips on social networks like Facebook and YouTube. The campaign recorded over 80,000 viewers online in just 14 days!

Explain why the method of promotion was most relevant to the product or service

To engage consumers and make them feel it themselves, we set up “Weather Report Mobile Station” on street, asking passersby to be our “weather girl” and suggesting suitable shower foam for skin under such weather. As unpredictable as the weather, we created the largest and most random series of commercials in a form of daily TV weather reports to be broadcasted at top TV & online channels. Consumers can also share and viral their clips around their social networks with our skincare messages tagged to respective weather conditions.