B15. Best Sustained Success

Bronze
CAMPAIGN
Lifebuoy Global Handwashing Day: Saving Lives
AGENCY
Lowe Lintas & Partners
CLIENT
Unilever
BRAND
Lifebuoy
DETAILS
CAMPAIGN SUMMARY
This is the story of how the world’s largest hygiene and cleansing brand, Lifebuoy, developed a unique campaign to address the problem of the deadliest diseases afflicting the world’s poorest children.
Pneumonia and diarrhea account for 29% of global under-five child deaths, some 2.1 million children worldwide. Yet a vaccine, which could save over 600,000 lives per year, is readily available in every household – hand-washing with soap.
Our aim was to ensure that people – and children in particular – adopted this simple act of hand-washing with soap as a habit. The Global Hand-washing Day (October 15) was thus created to raise awareness and change behavior.
With research, we understood that when people are committed and made responsible, they are more likely to adopt new behavior. Our campaign therefore centered on the power of a ‘pledge’, our expression of commitment, and the focus of our creative strategy was to encourage participation by getting people to ‘Pledge to Save a Life’.
The campaign saw over 3 million ‘pledges’ in Indonesia from 2010 to 2012. Year-on-year, category sales showed significant uplifts post-campaign, with a disproportionate increase in Lifebuoy sales showing that people had acted specifically as a result of our Lifebuoy GHD campaign.
Against our primary objective, reducing child mortality, we estimate that for 2010 and 2011, the lives of 566 under-five children were saved by our campaign. A small beginning that is significant amongst those for whom hygiene is a matter of life and death.

CREDITS OF PEOPLE
Samir Singh, Global Brand Vice President, Unilever
Myriam Sidibe, Global Social Mission Director, Unilever
Rohit Bhasin, Global Brand Director, Unilever
Anusha Gupta, Global Brand Manager, Unilever
Anila Gopal, Unilever
Amer Jaleel, National Creative Director, Lowe Lintas & Partners
Virat Tandon, Business Head, Lowe Lintas & Partners
Saji Abraham, Executive Vice President, Lowe Lintas & Partners
Rohit Chatterjee, Associate VP, Lowe Lintas & Partners
Pooja Rawat, Sr Brand Planning Director, Lowe Lintas & Partners
Nisha Neurgaonkar, Sr Brand Service Manager, Lowe Lintas & Partners
Varsha Chawda, Vice President, Lowe Lintas & Partners
Sagar Kapoor, Group Creative Director, Lowe Lintas & Partners
Garima Khandelwal, Unit Creative Director, Lowe Lintas & Partners
Vinay Vinayak, Sr Vice President, Lowe Lintas & Partners
Kristine Go, Global Brand Manager, Unilever
Stacie June, Lifebuoy Global Social Mission Program Manager, Unilever
CAMPAIGN
Tapping into Forgotten Gandhian Values to Sell 2 Billion Packs of Detergent
AGENCY
Lowe Lintas & Partners, India
CLIENT
Unilever
BRAND
Surf Excel
DETAILS
CAMPAIGN SUMMARY
Surf Excel’s brand idea helped set it apart in a cluttered category. After using this idea to land charming stories around ‘getting dirty with a purpose’, the brand ran the risk hitting a plateau.

Strategy:
Research amongst mothers showed mothers felt real pride when their kids’ actions gave them the confidence that they are being brought up well. To solve this we went back to the core of India’s forgotten Gandhian values. So the brand used the values of empathy, forgiveness and righteousness in its on-going thematic advertising to improve its Top Of Mind recall, market share growth and functional credentials.

Results:
These charming and powerful stories helped strengthen Surf Excels position in a crowded, competitive market place:
1. It made the most of media monies invested by raising spontaneous recall to over 60% 
2. The campaign helped the brand achieve healthy volume and value growth across a 4 year period.
3. It helped strengthen the brand’s functional credentials in a category where performance is everything.  This was done without getting to a molecular battle of cleaning credentials.
The campaign was a high visibility one and was covered by the trade and general press for all the years that it ran.

CREDITS OF PEOPLE
Anshul Asawa, Vice President Laundry - South Asia, Unilever
Rajesh Sethuraman, Regional Brand Director Laundry - South Asia, Unilever
Nitish Bhalotia, Regional Brand Manager Laundry - South Asia, Unilever
Tarannum Romani, Vice President, Lowe Lintas & Partners
Saji Abraham, Executive Vice President, Lowe Lintas & Partners
Abhishek Hariharan, Brand Planning Director, Lowe Lintas & Partners
Suchana Sarkar, Senior Brand Services Manager, Lowe Lintas & Partners
Haripriya Mishra, Brand Services Manager, Lowe Lintas & Partners
Arun Iyer, National Creative Director, Lowe Lintas & Partners
Zeth Ap, Creative Director, Lowe Lintas & Partners
Sushant Joshi, Creative, Lowe Lintas & Partners
Aarti Srinivasan,Creative, Lowe Lintas & Partners
Partners
Media Supporters
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