Experiential Design
Senior Art Director
Brand Design, Art Direction, Visual Design
Photo manipulation & 3d
2021
Health and hygiene is top priority for everyone in Nigeria now following the hit of the current pandemic. There has been a constant drive of hand washing with soap and water, therefore creating an avenue to drive awareness for soap.
Dettol, a multi category brand Is widely trusted as no. 1 in household antibacterial products. In Nigeria, its product ranges across antiseptic liquid, bar soap, hand sanitizer and skin jelly.
Leveraging on the constant drive for people to wash their hands, this will serve as the perfect opportunity to drive its superiority in the antibacterial sector and emphasis on its germ kill claim.
Although moms are aware of the exposure of their families to germs, and believe antibacterial soaps offer better protection – this has not translated into share growth for the antibacterial category. Within the antibacterial soap segment, Dettol soap is the market leader and struggles to both gain share from competition brands as well as expand the antibacterial soap category. While Dettol is able to maintain a high share and price premium in the Antiseptic liquid category, it has been unable to leverage such equity in the soap category.
Gain market share from competition
Grow incremental volume sales
Products in focus
Dettol Original, Dettol Cool, Dettol Eventone, Dettol Pinkglow
Primary Target
Female
Aged 20+
Found in semi urban and urban areas.
Family oriented and health conscious.
Looking for better ways to keep her family protected.
Her choices on products are mostly influenced by family, friends and heritage (brands that has been passed onto her by her family).
Belongs to one social women’s club.
Notices digital, OOH and online media
Value for money is critical to her
Target insight
Young and old mothers who work daily to support their immediate family.
Their family’s wellbeing is topmost priority to her.
She is seeking for products and brands that will help taking care of her family easier.
With the current pandemic, she has become more health conscious, using any soap is not just enough for her she needs an antibacterial soap that will give her the assurance of protection of her family.
She spends her time with family and friends.
She gets her update on happenings around her from blogs, social media and word of mouth.
Touch point
Open market
Modern Trade outlets
Neighbourhood stores
Solution
A mother is known for the love, care and protection she offers to her family, hence the need to give her a partner that will help her express herself to the family with no holds back.
Hence our big idea will be hinged on positioning the DETTOL soap as Protector that supports mom’s expression(s).
In order to drive a campaign that sells the brand as the best option for killing germs we would create our campaign around the sensory organs ( See, touch, smell, feel & hear) that will drive home the message of the campaign.
Open market set up
In the open market we would deploy the Safe zone spot and the Protection clinic.
The safe zone area will be deployed at the entrance, exit and strategic point within every open market we would be activating.
The safe zone will be a sanitizing tunnel where people will walk through before getting into the market and hand wash stations that will be deployed at strategic points within the market, emphasizing on the protection we offer against germs.
Modern Trade Activation - The Germ kill talking shelves (FSUs & Gondola Designs)
In order to drive a campaign that sells the brand as the best option for killing germs we would create our campaign around the sensory organs ( See, touch, smell, feel & hear) that will drive home the message of the campaign.
The germ kill talking shelves will be FSU’s and gondolas that will pass the communication of the campaign through videos that will be deployed using Hologram and our engagement device that will be programmed to give out product information.
Neighbourhood Store Direction - Protection clinic
The protection clinic will be used for product education, experience and sales.
A Nurse and one of the market leaders will be part of driving the campaign message.
Each neighbourhood store will have a safe zone while a scaled down version of the FSU’s are deployed to the store.
A protector di-cut will be deployed to the stores to drive visibility and encourage purchase.
Our communication materials will carry the rewards that will be gotten every time a consumer makes a purchase.
Conclusion
To drive constant reminders and purchase we would deploy reflective merchandising materials with eye catching communication messages at strategic points within the store where we know our core target will engage directing them to the Dettol stand to make a purchase.
Thanks
© 2024 - JOHN Oranyeli