Advertiser: RECKITT BENCKISER CHINA
Agency: HAVAS WORLDWIDE BEIJING
Category: Viral Film
Senior Account Manager: Emily Tang (Havas Worldwide Beijing)
Associate Creative Director: Ma Mo Nan (Havas Worldwide Beijing)
Business Director: Ricky Lam (Havas Worldwide Beijing)
Producer: Alfred Qiang (Havas Worldwide Beijing)
Copywriter: Zhang Yu (Havas Worldwide Beijing)
Associate Account Director: Angel Yang (Havas Worldwide Beijing)
Senior Art Director: Chelsea Yang (Havas Worldwide Beijing)
Account Executive: Lexy Liu (Havas Worldwide Beijing)
Creative Director: Lin Bo (Havas Worldwide Beijing)
Implementation
To capture the imagination of the world's biggest nation, we need a pretty spectacular event to do so. Dettol sponsored the 'Great Trek Home' in the biggest migration on earth: Chinese New Year - travel which moves 300 million people back to their home towns for family reunions.Chinese travellers could win a free ticket home online, the most prized commodity at that time of year; they could even get a taxi to their front door so they were least affected by germs during travel. Thousands more could get a free shuttle bus and hygiene care by Dettol; all people could easily access travel hygiene tips from Dettol SNS.
Relevancy
Germs love travelling as well as people, they can quickly transfer and multiply. It means flu, colds and viral hepatitis on an epic scale, so this of course makes the Chinese New Year the unhealthiest event on the planet. By giving Chinese travellers free tickets home (so they don't need to queue in the crowded stations for nights), a free shuttle bus with hygiene care, a taxi direct to their home, and comprehensive health tips, Dettol keeps people away from germs or at least minimises their risk of infection; Dettol's care for personal hygiene is also at the heart of life in China.
Outcome
Dettol's 'Great Trek Home' was widely covered by national and local media; it generated TV reports across the nation including the most influential CCTV News. The media value earned was far higher than the total paid media budget; sales in that period also increased by 47% year on year.
Client Brief Or Objective
As the world's leading disinfectant brand, Dettol helps keep people healthy through better personal and hand hgyiene; but in China, Dettol's brand equity is yet to be very strong, and most people still do not have a very strong sense of personal and hand hypiene. Therefore, our greatest challenge is how to convince 1.6 billion Chinese of this when they have barely heard of us.