|Title||DOMEX- COVID'19 DRIVE|
|Product / Service||DOMEX|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||REACTIVATE Karachi, PAKISTAN|
|Idea Creation||REACTIVATE Karachi, PAKISTAN|
|Ahmed Jung||Reactivate (Pvt) Ltd||Associate Director- Strategy|
|Misha Zafar`||Reactivate (Pvt) Ltd||Associate Director- Strategy|
|Faisal Sangi||Reactivate (Pvt) Ltd||Account Manager|
|Affan Khan||Unilever Pakistan Ltd||Brand Manager|
|Wali Rizvi||Edimation Studio||Managing Director|
|Mustafa Changazi||Freelance||Actor/Voice Over Artist|
In the awake of Corona virus, The agency redefined the activation arena to survive in the business world. We didn’t just make experiential activation safe but we went the extra mile to most importantly make it purposeful in these trying times. Domex’s formulation contained WHO recommended Sodium Hypochlorite at 0.5% which helps disinfect frequently touched surfaces. We grabbed the opportunity & disinfected several channels across the country via proactively transforming the use of Domex as a regular bathroom cleaner to a WHO approved disinfectant to stay protected from COVID19.
Around 45% of Pakistan’s urban population live in slums. Families live in a single room, streets are narrow and front doors are often just a metre apart. Social distancing cannot be made a reality in all public places. All places of worship were closed too. Brief was to create awareness and make the right use of Domex by expanding disinfectant drive across Pakistan. Objective was to disinfect all slums, public places, places of worship, jails, and hospitals. Given the religious challenge in a Muslim country like Pakistan, we had educate the Imams (clerics) of mosques who had this idea that Domex has alcohol which is prohibited in Islam. We educated them on the basics of a disinfectant. We dealt with the virus, getting acceptance for a historic unacceptance of alcoholic disinfectant.
We conducted a Strategic wellness activation giving DOMEX a new approach to enhance its activation in these trying times. The idea was to disinfect potential hotspots for coronavirus. Exploring our landscape, we managed to activate the DOMEX drive in 30 cities, and regardless of all religious boundaries and solely on human grounds helped disinfect all major places. Seeing a major loophole & necessity, we set out to major channel i.e. Masjid’s across top cities & made disinfectants available there by distributing 1000 of our bottles & disinfected 37 masjids in whole. DOMEX also took the opportunity to disinfectant the Slums, a step which has never been taken before. Giving the sense to people in slums that they are not alone in this pandemic, and gave them a new ray of hope.
We targeted people of all LSMs We partnered with the Government, Civil Aviation Authority, Police, and Shell. Spaces disinfected were the Airports, Markets, Clusters, Corporate Government Sectors & Interior Sindh, Petrol stations, Jails, Slums, Malls, Restaurants, and Residential Apartments. Looking rather like spacemen, the disinfection teams – wearing full-body protective clothing – had containers of Domex disinfectant strapped to their backs and sprayed public places. The practical disinfection efforts were coupled with education drills, ensuring people could continue doing it on their own afterwards.
As soon as the Corona virus had spread in Pakistan i.e. 26th Feb'20, we managed to crack the idea and started working on the execution. The installations went on ground from March'20 onwards and within a span of few weeks we were able to tap maximum number of places. All types of buildings likely to present a Covid risk were covered: hospitals, jails, police stations, welfare organisations and government offices, together with densely populated apartment complexes. Vulnerable slums also received visits from the spraying teams during the drive. Campaign has created an impact on the consumer's and has hit the mark which was our mission.
1000 places of worship, and over 1500 public places were disinfected. Over 1 million citizens were protected, and countless families have been benefited. We created an awareness that Domes is not only a bathroom cleaner, but it is also a disinfectant which can be used in order to stay safe during this pandemic.