Lifebuoy: 24 Hour Doctor

Soap brand Lifebuoy launched a 24-hour online mobile service to connect Chinese parents with medical professionals whenever their children fell sick.

Campaign details

Brand: LifebuoyLead Agency: PHD ChinaRegion: APAC

Strategy

Objective

Lifebuoy's previous communication was being misattributed to their competitors because all the players in the category (anti-germ hand wash, including soap) were using the same triggers, the same look and feel for their commercials, plus similar functional claims. Category communications had gotten to a point where you couldn't tell one brand from the other. To make matters worse, the main competitor invested 10 times more and were dominating across all distribution channels.

To boost sales and raise its brand awareness, we needed to develop an...

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