EffieWorldwide:Bronze,NorthAmericaEffies2012

ThiscampaignforLifebuoyHandwashwasconductedacross12marketsin2010includingmostsignificantlyIndia,SaudiArabia,PakistanandArgentina.ThisLeverBrothersbrandwantedtotargethigherincomemotherstoconvincethemtousethehandwashfortheirfamiliesbyconvincingherthatthebrandkilledgermsfasterthanitscompetitors.Thiswastiedwiththeuniversalinsightthatchildrentendtorushhygienepracticesandsoafasteractingsoapwouldproviderealfunctionalvalue.Postcampaign,salesvolumeandvaluegrewfasterthanboththecategoryandmajorcompetitionacrossmarkets.

Lifebuoy: Superfast HandwashCategory:GlobalBrand/Client:Lifebuoy/UnileverAsiaPrivateLimitedLeadAgency:LoweLintasandPartners

Markets

Country Dates

Country1*

India May2010toAugust2011

Country2*

SaudiArabia July2010October2011

Country3

Argentina July2010October2011

Country4

Pakistan September2010toOctober2011

Totalnumberofcountriesinwhichthecaseranoriscurrentlyrunning:12

Totalnumberofregionsinwhichthecaseranoriscurrentlyrunning:3regions.AllexceptNorthAmericaandEurope

*Mustbeamongthetopfivecountriesforyourcaseintermsofoverallmediaspend

MORECASESTUDIESABOUT:

SameBrand:Lifebuoy

SameSector:Bathtoiletries,soaps

SameSectorandObjective:DefendbrandpositionIncreasesales,volumeMarketshareincrease

Canpaignvideo:LifebuoySuperfastHandwash

CASESTUDIES TOPICS TRENDS NEWS DATA EVENTS YOURWARC

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Criteriausedtodeterminetopfourmarkets

Wechosecountriesthatwerecrucialtooursurvivalinthehandwashmarketandwherewefoughtthetoughestbattleformarketshare.

Thefourmarketsthatwechosewerethemostsignificanttousbecauseofthesizeofopportunitythattheypresentedandifwedidnotfireinthesemarketsthengloballyourinvestmentbehindtheliquidhandwashformatwouldnotbeviable.

Twospecificcriteriadeterminedourchoiceofthesemarkets

1)Sizeofthepieandcompetitivepressure.

India:Thelargest,invalueterms,amongstallthemarketsthatweoperatein.WhileLifebuoywasanestablishedbrandinIndiainbarsoaps,ourcompetitorownedmorethanhalfthemarketintheliquidhandwashcategory.

Arabia:Thelargestmarketinthemiddleeast.Characterizedbyadominantcompetitorwhowasgrowingevenlarger.

Pakistan:ThesecondlargestmarketintheIndiansubcontinentandonewheretwostrongcompetitorsplayin.

2)Acceptanceconcernsandefficacycredentialsofthebrand

India,ArabiaandPakistan

Imageryandacceptance:LifebuoyHandwash,beingahighpricedproduct,wasexpectedtoappealtohigherincomegroups,whichwasatoughtask,duetothebrand'sheritageinbarsoapsandpopularitymostlyamongstlowerLSMs.

SkepticismonEfficacy:Efficacyholdsgreatimportanceinthiscategoryandcompetitionhadanestablishedantibacterialliquidthathadbeenahouseholdnameforyears.Lifebuoy,whilestrongonefficacy,didnotenjoyasimilarhighground.

Argentina:Lackofacceptanceofantibacterialasacategory

TheArgentinianmarkethadjustrecoveredfromswinefluwherepublicmessagingexhortedpeopletowashwithsoapanddidnotspecifyantibacterialsoap.Hencetherewasagreatdealofquestioningonthenecessityofanantibacterialsoap.

ArgentinawouldalsoserveasausefullearningexperienceforlaunchinginmoredevelopedmarketslikeEuropeduetothesimilarityofconsumerattitudestowardsthecleansingcategory.

StrategicChallenge

Inmostofitskeymarkets,ourcompetitorheldastrongplaceinhouseholdsforgenerations,duetootherformatssuchastheAntisepticLiquidthatwasseenasan'allpowerful'antibacterialsolution.Overtime,ithadestablisheditselfinthe'germkill'domainbyowningmanyrelevantcontexts(longlastingprotection,protectionthroughallseasonsetc.)inmanyformats(fromfloor&surfacecleanerstosoapstohandsanitizers)anddonethisbyestablishingtheirefficacyin'killingthemaximumgerms'.

InmarketslikePakistan,IndiaandSaudiArabia,Lifebuoyneededtostepupitsimagery.Inaddition,itwasarelativelynewentranttotheliquidhandwashcategory.Itdidnotseemanintuitivechoiceasabrandforapremiumoffering,likeliquidHandwashandtotakeonadominantplayer.

WewantedtotargethigherincomemotherswhowerepotentialHandwashusersandconvincethemtouseLifebuoyHandwashfortheirfamilies.Thesemothershadkidsagedbetween412yearsandwereusingcompetitivebrands.

Whenitcametoprotectionshewasclearthatherfamilydeservedthebestandwasnotwillingtocompromiseonit.Whilethisensuredsheusedthebestthattherewas,italsoleftanopportunityforustogetatoeholdin.Ifwecouldconvinceherthatwewerebetter,thenshewouldbeopentousingLifebuoyasherpurchasecriteriawasnotledbybrandasmuchasitwasledbyefficacyandthecapabilitytoprovidethebestprotection.

Thus,themarketingchallengeforLifebuoywastomakeupforlosttimeandgrowrapidlyintheliquidhandwashmarketdespiteitsimageryandthesignificantheadstartthatthecompetitorhad.

Objectives

BusinessObjective:

#1:Growsalesvolumeandvaluefasterthancategorytogrowmarketshare.

Thiswouldbemeasuredthroughindependentsalestrackingthattheclientcommissionedthrougharetailauditagency.

#2:StealsharefromtheCompetition.

ThesameretailauditwouldtrackbothLifebuoyandcompetitiveshares.

Perceptual:

#3:IncreasepreferenceforLifebuoyamongsthigherincomesegments(definedbyLSMandSEC)*

ThiswouldbetrackedbyaConsumerHouseholdPanel(June20102011)thattheclientcommissionedthrougharetailauditagency

*LSM=LivingStandardsMeasure.Amethodofmarketsegmentationthatisindicativeofthelifestyleoftheconsumer,whicharegroupedbasisincomeandconsumerdurableownership.LSMstartsfrom0(beingthelowest)andgoesuptoLSM19(beingthemostaffluent).

*SEC=SocioEconomicClassification

#4:EstablishtheLifebuoyPropositionasuniqueanddifferentiatedfromCompetition.

Thiswouldbedoneusingaquantitativeresearch(called'postview')amongconsumersafterthecommunicationranforatleastamonthtomeasurerecallofmessaging.

Insight

Givenourobjectives,ourstartingpointwastotacklethekeycompetitor,whichwasseenasthepinnacleofefficacy.

Filledwiththebravadoofsomelabtestingresultsonournewproduct,werushedintoresearchingconceptsthatclaimedweweresignificantlybetterthanthecompetitorongermkillWecouldkillevenmoregerms.ThiswasbackedupbylotsoffiguresandchartswithalmostenoughproofforaNobelPrizesubmissioninchemistry.

Theconsumersthrewitout.Withoutbattinganeyelid.Theysaidthiswasunbelievable.Proofornoproof,theywereunwillingtobudge.That'swhenwerealizedthatbeatingthecompetitorathisowngamebygoingheadlongagainsthimwouldnotwork.Weneededtothinksmarter.

Inthesametestthatshowedusbetterthanthecompetitor,therewasanotherparameterthatexcitedtheR&Dscientists.Wecouldkillgermsfasterthanhim.Infactwecouldprotecthandsfromgermsin10secondswhileallotherhandwashestookoneminutetodoso!

Thiswasexcitingbutwedidnotwanttomakethesamemistakeasbeforeofjustusingfactsandfigures.Ratherthangoinwithjusttheclaim,(Whatgoodisafasterhandwashanyway?)welookedextensivelyforaconsumerangletoframethewholething.Itwaswhileobservingchildren'shabitsthatwehitagoldmine!

Universally,childrenarealwaysinarushorlazywhiledoingthingstheydon'tparticularlyenjoy(eg.eating,doingtheirhomeworketc.).Whenitcomestohandwashing,itisnodifferent.Forkids,itisanunnecessarychorethattheydoasquicklyaspossibleastheyjustwanttobedonewithit.

Soregardlessofhowmanygermsanyoneclaimedtokill,itwouldallberendereduselessbythehabitsofchildrentowashinahurry.

Thecampaigntitled'SuperfastHandwash"usedtheunderlyinginsightonchildren'sbehaviortonotonlymakegermprotectioninjust10secondsnewandrelevantforLifebuoybutalsotorendercompetition'shighgroundongermprotectionveryvulnerable.

Thusthedoubleblowofanewparameteroftimecombinedwiththelensofchildren'shabits,managedtodislodgeourbigcompetitorasthelastwordingermprotectioninconsumers'minds.

TheBigIdea

LifebuoySuperfastHandwash:99.9%germprotectioninjust10secondsbecausechildrenarealwaysinahurry,especiallywhenitcomestohandwashing.

BringingtheIdeatoLife

Ourinsightwasapowerfulonethatresonatedwithyoungmothersacrosstheworld.Allmothersidentifiedwiththefactthatkidsareinahurry,especiallyfortasksthattheyconsiderchoresandwashinghandsdefinitelymadeittothatlist.

Wehadtwocreativeresponsestothebriefduetovaryingconditionsacrossmarkets.BothcamefromthesamebriefandbothbroughtalivethesamepropositionofSuperfastHandwash.

Ourforemosttaskwastodisplacecompetition,especiallyincountrieswhereithadmajorityshare,forinstance,India(50%+share),SaudiArabiaandPakistan(20%+share).Inthesecountries,Lifebuoyhadapresenceinotherformatsandwasatrustedalbeitlesspremiumbrand.Thereforewecouldatleastrefertothecompetitioninthecommunication.

Thecreativeidearesultedfromturningthepropositiononitshead,bylabelingtheothersoaps"slow1.Wedidthisbyusinganatypicalchild,amama'sboy,whodoeseverythingheistold,includingwashinghandsforonewholeminute(subtlyimplyingthecompetition).Weestablishedourselvesasthe'normal'kids'allysothatchildrencouldbenowbethemselvesandyetgetcompletegermprotectionwithLifebuoy'sSuperfastHandwash.

Whilewebelievedwehadhitthenailontheheadforthesecountries,therewasArgentinawhichpresentedachallenge.Apartfromthefactthatwewereanewentrantinacountrythatwasn'tveryreceptivetowardsantibacterialsoaps,therewasaculturalissue.The'slowsoap'communicationseemedtoremindthemofracialandbullyingissueswhichwereasensitivematterforthepeopleofthecountry.WehadtohaveaPlanBthatwasashardhittingasthisone.

Totacklethis,wedevelopedanotherpowerfulcreativeidea,adirecttranslationoftheinsight,which

replicatedacutechildrunningthroughallthechoresathome(likedrinkingmilk,washinghands),andnotpayingheedtotheinstructionsofhisworriedmother.Inthiscase,Lifebuoyhandwashpresenteditselfasthemother'sally,assuringherofcompletegermprotectionforherchild,despitehishurriedbehavior.Andit'sgreatforthekidstoo,astheygettolivelifeastheyideallywould,wellatleastwhenitcomestowashinghands.

Forthemediaplan,wefollowedconventionalFMCGlogictogainmaximumreach:tocreateanrelevantcommercialandputourbetsonTelevision.ItsuitedLifebuoywellasweaimedtotargeturbanandsemiurbanmothersinthosecountriesandTV,beingamassmedium,wouldbemosteffectivetodothat.

KnowingthatchildrenpickuphabitsfromTVeasily,weplacedthecommunicationinkids'channels.Wealsocreatedcatchphrasesforeachexecution:Isyoursoapslow'for'slowsoap'commercialand'Superfasthandwash'forArgentinacommercial.

CommunicationsTouchPoints

MediaExpenditures

Confidential

AdditionalMarketingComponents:

Reach:

Argentina,Bangladesh,India,Indonesia,Malaysia,Pakistan,SaudiArabia,Singapore,SouthAfrica,Turkey,UnitedArabEmirates,Australia

Results

Howdoyouknowitworked?

Mappingtheresultstoourobjectiveshowstheeffectivenessofthecampaign:

Objective#1:Growsalesvolumeandvaluefasterthancategorytogrowmarketshare

Inbothyears,Lifebuoygrewfasterthanthecategorybothinvalueandvolumeacrossmarkets

Lifebuoybeatthecategorygrowthsignificantlyinboth,volumeandvalueterms,in2010and2011.

CategoryDatawasnotavailableinPakistanfor2009asitwasnotsubscribedtobyUnileversincetherewasnoUnileverHandwashBrandinthemarketthen.Similarly,inArgentina2009datawasnotsubscribedto.

*Argentina:TheVolumeandValuecategorydataisrepresentativeoftheentire'liquids'category(i.e.bodywashandhandwash)asonlyhandwashasacategorywasnottrackedfortheregion.

PleasealsonotethattheArgentinadataisYTD2011(October)whiletheothercountriesareMAT(October)2011.

EventhoughtheArgentinacategorydataisrepresentativeofbodywashandhandwash,thepercentchangeofLifebuoyHandwashisfargreaterthanbothcategories.

Dettol(Espadol)Handwashfiguresfromthesamedatashowaclosetonil(0.83%)growthinvolumeand10.96%growthinValueterms(comparedto398%growthforLifebuoy).

Source:ClientInternalfiguresbasedonretailauditbyACNielson

Objective#2:StealsharefromCompetition

Source:ClientInternalfiguresbasedonretailauditbyACNielson

Clearlyinallthefourmarkets,wearegrowingsignificantlyfasterthanthecompetition.

InSaudiArabiawhilethekeycompetitorisgrowingtoo,wearegrowingfaster,despitebeingalateentrant.

*Argentina:Themarketsharedataisanaverageof12monthsstartingNovember2010uptilOctober2011asthelaunchwasinJuly2010anddataisonlyavailablefromOctober2010allothercountriesareMATOctober2011

Perceptual:

Objective#3:ImprovepreferenceforLifebuoyamongsthigherincomesegments

Handwashisapremiumproductofferingthattargetshigherincomegroups(LSMsandSECs).IncountrieslikeIndia,SaudiArabiaandPakistan,itwasachallengetoconvincehigherincomegroupstobringaLifebuoyproductintotheirhomes.

However,afterairingthe'SuperfastHandwash'communication,thesalesofLifebuoyshowedanincreaseinvalueacrosscountries.Andthesesharegainsdidcomefromthehigher(thanbar)incomegroups.LSMprofilingofbarandhandwashconsumersofLifebuoyshowedasignificantdifferenceintheincomegroups,withhandwashclearlybeingboughtbythehigherLSMinIndia,PakistanandSaudiArabia.

ConfidentialData

Thus,withtheSuperfastHandwashcampaignwemanagedgainentryintoaffluenthouseholdsandestablishLifebuoyasapremiumoffering.

Objective#4:EstablishtheLifebuoyPropositionasuniqueanddifferentiatedfromCompetition

INDIA

Themessageof'GermProtectionin10seconds'waspickedupby88%ofconsumers,and80%believedthat'LifebuoyHandwashwasfasterthanothersoapsinkillinggerms'!

ARGENTINA

Source:MillwardBrown,NB:greenindicatessignificantincreasevs.countryaverage

InArgentina,thecommunicationhasscoredabovethecountryaverageinlandingthemainpointoftheadThenewLifebuoysoapeliminates99.9%ofthegermsinonly10seconds.Italsoscoressignificantlyabovethecountryaverageinbeingdifferentfromotheradsinthecategory.

Thisresearchwasnotconductedinothermarkets.HoweverlookingattheresultsinothermarketswithLifebuoyoutperformingcompetitioncomprehensively,itwouldbeavalidassumptionthatthecommunicationhashelpeddifferentiateLifebuoysufficiently.

Anythingelsegoingonthatmighthavehelpeddriveresults?

AleadingchainofsupermarketsinIndiaBigBazaar,hadlockedoutthekeycompetitorbetweenApril

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andMay2011.ThismayhaveaddedtoincreasedsalesforLifebuoyduringthesemonths.However,thesustainedgrowththroughout2010/2011hasshownthatthecampaignwastheprimarydriverofsuccessinIndia.

Nootherfactorssuchasprice,distribution,orcompetitormediaspendaredeemedtohaveinfluencedresults.

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