Bronze: Dettol submitted by Zenith Optimedia Indonesia
Dettol, a late entrant into Indonesia, has a long heritage of “Killing Germs that Cause Illnesses.” However, germ killing is a lesser concern now in the soap/hand wash category as most brands are sold on beauty, freshness and fragrance. Dettol had to gain brand acceptance, grow sales and broaden a niche segment. A two-pronged goal was established: 1. Reach housewives and 2. Have experts discuss the importance of killing germs. To create a common media platform to deliver these objectives, the DETTOL KLINIK was produced on TV as a 30-minute talk show hosted by a Celebrity Doctor with questions from a live audience and call-ins. The show caused volume growth to increase dramatically.
Dettol, a late entrant into Indonesia, has a long heritage of “Killing Germs that Cause Illnesses.” However, germ killing is a lesser concern now in the soap/hand wash category as most brands are sold on beauty, freshness and fragrance. Dettol had to gain brand acceptance, grow sales and broaden a niche segment. A two-pronged goal was established: 1. Reach housewives and 2. Have experts discuss the importance of killing germs. To create a common media platform to deliver these objectives, the DETTOL KLINIK was produced on TV as a 30-minute talk show hosted by a Celebrity Doctor with questions from a live audience and call-ins. The show caused volume growth to increase dramatically.