PAUL KOTZE
PAUL KOTZE BRANDING & COMMUNICATIONS
Lifebouy's brand communication idea "Stay one step ahead of infections" was amplified through a new product innovation, Lifebuoy Clini-Shield 10: with the claim '10 X Better germ protection than any other hygiene soap'.
We needed to communicate the story of evolved germs and why you need better germ protection. The impact evolved germs have on society?
Germs are getting stronger, they’re evolving, which results in less school attendance, less work attendance, less productivity, etc. This message is educational and therefore required mediums where the story can be told, e.g. Digital, Advertorials, Radio, Clinics, Hospitals & P.R. Support. All communication in this phase is supported by the claim “Brought to you by the worlds leading health soap”.
The integrated campaign was rolled out across a broad communications in Gulf territories, using a combination of OOH, In mall and in-store activations encouraging trial, In-Store POS, Digital content across paid media and social media assets, tactical ideas and targeted GP waiting rooms whilstalso reinforcing the brand promise to health professionals.
We developed the next phase of the campaign targeting Moms, after all they make the household purchasing decisions, especially when it comes to their family. Lifebuoy Clini-Shield 10: 'Recommended by Doctors, loved by Moms' was supported by the promise '10 X Better germ protection than any other hygiene soap'. The campaign was developed to be more emotive than the launch campaign.
