Dettol is a widely recognized household name, thanks to the long, successful history of providing top-class germ protection to their consumers. Originally launched as an antiseptic brand, Dettol has evolved and diversified into other health and hygiene categories while remaining true to its essence of creating germ-fighting properties.
Dettol Cool bar soap is the much-needed cool escape in summers with 2X menthol fragrance. To familiarize consumers with the product at the time of launch, we designed a mobile-first campaign with a full-screen immersive video communication. While leveraging InMobi Audiences helped us identify the right audience for the campaign, the highly engaging video communication delivered the right message to the decision-makers of the house.
Dettol delved into InMobi Audiences to curate effective audience segments based on their demographic, appographic, and technographic traits. The brand targeted the decision-makers of households and identified mothers, shopping enthusiasts, upscale dwellers, and business park employees in the connected world. The brand then reached these audiences through the location polygons deployed across homes, apartments, and shopping malls in the country.
Dettol, in partnership with InMobi, launched a full-screen rich media interactive ad unit. The ad unit comprised of two elements: a weather prediction and a video ad designed intelligently to grab eyeballs to the ad unit.
1. Weather Forecast: The brand decided to start the first screen of the ad unit with the live weather forecast in the cities of Pakistan to depict the scorching heat. This feature accurately predicted the real-time weather in Summers based on the time of the day and location. The two-second dynamic forecast displayed tailored messages to the ad viewers based on whether the weather was sunny, partly cloudy, or rainy, underlining the instant coolness that Dettol's Ice Cool soap offers.
|
Weather Type |
Tailored Communication |
| Sunny | Don't sweat it! Use Dettol cool to stay germ-free, odour-free, and fresh |
| Partly Cloudy | Stay cool with Dettol cool's burst of freshness throughout summers |
| Rainy | Stay cool all year round with Dettol cool's burst of freshness throughout summers |
2. The Video: If the temperature crosses 30 degrees (as it often does), the second screen displays a 15-second product video. The video emphasizes the respite from the heat the Dettol Ice Cool soap offers while actively providing 10X protection from germs. The soap's USP displayed as the on-screen text below the video further highlights the brand's core messaging of 'Icy Cool freshness.' The CTA at the bottom of the screen, 'Buy Now,' equipped users with the option to purchase the product instantly on Pakistan's popular e-commerce website, Daraz, thus driving higher purchase intent.
By launching the ad unit predominantly on Gaming and Entertainment app inventory, the brand amplified the campaign impact multifold.
While the synergetic combination of tailored messaging and Dynamic Creative Optimization delivered outstanding results for Dettol, the phenomenal VCR (Video Completion Rate) reflects the campaign's success in driving awareness and consideration.
