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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.
CopyrightEffieWorldwide,Inc.2012EffieWorldwide,Inc.116East27thSt.,6thFloor,NewYork,NY10016.UnitedStatesofAmericaTel:+12126873280,Fax:+12125579242
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