Lifebuoy: Handle On Hygiene [2017 version]

Credits & Description:

Media: Case Film
Client: Unilever
Product: Lifebouy
Agency: Geometry Global Dubai, United Arab Emirates
Entrant: Geometry Global Dubai, United Arab Emirates
Product/Service: Lifebouy
Idea Creation: Geometry Global Dubai, United Arab Emirates
Idea Creation 2: Memac Ogilvy & Mather Dubai, United Arab Emirates
Ecd: Ben Knight (Geometry Global)
Creative Director: Logan Allanson (Memac Ogilvy/Ogilvyone Dubai)
Copwriter: Christian Louzado (Geometry Global)
Art Director: Christian Louzado, Logan Allanson (Geometry Global)
designer: Calvin Wei Sheau Yeng/Viko Ferrari/Rocelo Lamboloto (Geometry Global)
General Manager: Nick Walsh (Geometry Global)
Group Account Director: Anna Start (Geometry Global)
Client Services: Siwar Khodr/Ivy Siby/Omar Bitar (Geometry Global)
Head Of Creative Services: Alvin Chin (Ogilvy Singapore)
Pr Director: Sami Moutran (Memac Ogilvy Pr)
Associate Account Director: Andrew Shearer (Memac Ogilvy Pr)
Pr Exec: Dalia Halabi/Sophie Wordley/Caroline Afara (Memac Ogilvy Pr)
Marketing Manger: Bora Usal (Unilever Gulf)
Brand Manager: Zina Gorbacheva (Unilever Gulf)
General Manager: Luke Morris (Magnet)
Producer: Jordan Knight (Magnet)
Dop: Juan Cernadas (Magnet)
Graphics: Ghassan Naji (Magnet)
Editor: Souheil Zahreddine (Beyond Post)
The Campaign:
Introducing the Handle on Hygiene, a first-of-its-kind device that attached to the shopping trolley handle. With one swipe across the handle, the Handle on Hygiene was able to apply a thin layer of Lifebuoy hand sanitizer liquid, which became a perfect product efficacy demonstration and disrupted the shopper before they entered the store.
We partnered with supermarket giants, Carrefour, which saw approximately over 20,000 shoppers walk through their doors on a daily basis.
As a result when shoppers reached the store, they were able to get a hold of a unique trolley. Messaging on the handle clearly mentioned directions on how to use the handle with the Lifebuoy claim ‘Kills 99.9% of germs’.
Handle on Hygiene demonstrated the power of our product in an innovative way. We didn’t just tell them we could kill 99.9% of germs, we empowered them to do so throughout their shopping journey.
Creative Execution:
The device is comprised of 2 reservoirs , silicon seals and Teflon runners of varying sizes to accommodate the difference in handle thickness. It is easy to refill and 1 fill will last approximately 12 hours of use. It’s held in place by screws, which are covered by the graphic insert and lens to avoid any unwanted shop-lifting! and can house a communication message in a banding insert around each half. Once full it is ready for use for the day.
The device went through several rounds of R&D and the initial device used in Dubai had to go through further R&D to make it more commercially viable as the unit cost was making it prohibitive. The Handle on Hygiene 2.0 is now a working device ready for Mass Production and is planned to roll-out across several markets in Asia and Africa in the coming year.
During the campaign in Carrefour we saw a 48% unprompted engagement rate with shoppers and a sales increase of 53% across the Lifebuoy range of products.
One-on-one conversations with shoppers who engaged with the device showcased that 50% of shoppers felt ‘safer’ due to the device and 40% commented that it was a clean and easy solution.
The device was showcased at the UN Sustainable Development Summit 2015 alongside Lifebuoys panel discussion around the importance of hygiene education.
In 2016 The device went through further R&D to make it commercially viable for mass production and has been implemented in 500 stores in China with a plan to roll-out further across Malaysia, Vietnam, Indonesia, Kenya and Saudi Arabia in 2017.
Handle on Hygiene is a simple yet effective new media channel for shopper marketers around the world.
The Handle on Hygiene is an innovative device that attaches to shopping trolley handles and sanitises the handle using the Lifebuoy hand sanitizer product, killing 99% of Germs.
It is relevant for the Innovation Lynx because it was an idea conceived and originally designed by the local agency and developed with an expert partner for manufacture, and it is a one-of-a-kind device for a specific brand and purpose and has been effective driving, both sales and brand values.
Handle on Hygiene is a simple yet effective new media channel for shopper marketers around the world.