In Indonesia, most people believe that a change in weather leads to illness. The term “Masuk Angin” literally means “Enter Wind” – a term for catching a cold (sickness caused by wind). So when seasonal weather changes occur, Indonesians feel particularly vulnerable to sickness.
Lifebuoy, the country’s leading germ protection soap, recognized this as an opportunity to uphold their longstanding promise to keep Indonesians germ-free and healthy. With 60 million Indonesians checking their smartphones for updates on weather, they knew the future of germ protection had evolved beyond traditional media. By combining mobile’s built-in GPS location systems with real time weather information of Accuweather.com, Lifebuoy developed a pioneering series of weather adaptive ads that customize themselves to the user’s current climate. There were targeted messages for each local weather pattern, each reminding users to protect themselves from germs by using a specific Lifebuoy variant. Users could then interact with the rich media app leading them to Lifebuoy’s mobile site to learn more about germ protection.
But it didn’t end there. Evolving in user-specific ways that television and print could never match, the weather-adaptive ads also adapted themselves replacing poorly performing ads with ones of a higher click through rate and closely monitoring locations of successful ads to follow up with more budget accordingly. This pioneering approach to adaptive mobile advertising provided Lifebuoy an unprecedented opportunity to fine tune and personalize their message across Indonesia, setting a bar for all future mobile campaigns for the brand.
The month long campaign exceeded 17 million impressions with over 100,000 clicks – the highest click-through rate (1.23%) of any Lifebuoy mobile campaign of the past 2 years. Through its innovative use of weather services and mobile technology, Lifebuoy successfully kept its promise to millions of Indonesians helping them stay one click ahead of illness.