Challenge: Obtain awareness of Dettol’s new product No Hand Touch Wash using a relevant reward with wide coverage across Australia and New Zealand.
Solution: Appealed to ‘Mums’ by leveraging the blockbuster children’s film Ice Age 4 – Continental Drift and offering a ticket to the film with every purchase made. This was communicated with key film imagery across all promotional materials.
Mechanic: Customers who purchased the participating product received a unique code which they took to a customised website to claim their ticket. There, customers were also asked to complete a survey providing Dettol with key information about their customer demographic.
Results: The campaign was an outstanding success generating 10,000+ entries and sales significantly exceeding expectations. The campaign was also delivered well within Dettol’s budget.