‘’People do not buy goods and services, they buy relations, stories and magic’’ -Seth Godin
Introduction
We have chosen Lifebuoy soap for our campaign. This is a product of Unilever Bangladesh. Lifebuoy is a brand of cleanser promoted by Unilever. Lifebuoy was initially, and for a lot of its set of early phases was a carbolic cleanser containing phenol. The cleansers made today under the Lifebuoy brand don't contain phenol. This antibacterial hand wash is great for maintaining hand hygiene and killing germs. It is a world class hand wash that keeps you safe from breeding grounds of bacteria. In the present time, following one of the greatest pandemics of all time, maintaining hygiene has become one of the crucial points of tackling this virus. Our plan is to attract as many customers as possible through market activation and promote vigorously through social media by taking the advantage of target segmentation.
1.Campaign Goals and tracking
We are trying to make the population more concerned about maintaining hygiene and increase their urge of being safe from all sorts of bacterial and viral infections and diseases, especially to safeguard themselves from COVID 19. Although a bar of soap won’t give them protection throughout the day, we will use this virus to sell our product by inflicting fear into the minds of consumers. Our campaign goal is to sell as many lifebuoy soaps as possible.
We will be using IMC.We will keep a record of every purchase. Before and after the campaign data will be compared. An immediate rise in the selling chart will mean that we have successfully achieved our goal.
2. Campaign insight and targeting
We are trying to reach the mass population all around Bangladesh.
Since our campaign is going to be done simultaneously through various channels, our target segmentation is also in separate categorized ranges. The reason behind this is, we have a diverse population in Bangladesh. So the way we design each message, and whichever channels we use all depends on the demographics of age, gender, occupation, the socio-economic aspects, lifestyle and the interest of the population.
As we want our product to be used in every household, our strategy is to design messages for all mediums and reach people from all circles of life. Those who are frequently outside even during this pandemic, such as those engaged in outside chores, buying groceries, shopping at malls, local transport users, drivers-conductors, and those others who work in drastic conditions such as community cleaners etc. These people will be reached out through social media, TV and online video commercials, print media, and any out of home advertising. Meaning, the use of ATL, BTL and OOH advertising methods will be used.
Among these, the customer segment who will be able to participate in our activation campaign will be from Dhaka. Generally antibacterial soap campaigns are done around educational institutions, but right now they are closed during the pandemic. Even if they are closed, people are still largely going to grocery and super shops, and that is where we will execute our activation campaign. From our perspective, we are expecting that the engagement will be huge.
We also have in mind and want to reach those living in the outskirts of cities and mainly depending on community radio and print media. The benefit of using community radio is, they will reach out to their listeners in their own dialect and popular social cues. It is the most accessible way of reaching out to them about our product.
It is known to us that commercial buildings and malls have implemented sanitization models, but in multiple cases, these barely work, due to lack of manual care or operation.
That is why our activation campaign will be a live demonstration, manually driven and generate the most human interaction. Overall, it will bring a systematic hygiene practice among shopping mall dwellers.
3. Key campaign messages and offers
“Simple, good old-fashioned soap and water is exceptionally effective at removing the Corona virus from your hands - more so than harsh chemicals or disinfectants that can also damage the skin,” -Dr Corbett.
Our campaign will be market activation where we will put stalls in front of grocery shops and super shops. In each stall there will be two individuals (brand ambassadors) and their purpose will be to engage with people and generate sales. Beside the stalls there will be a makeshift hand washing station where customers can wash their hands before entering the shops.
Our key campaign message is pretty simple and based on science. Soap is a powerful agent against viruses like COVID-19 because of its multiple mechanisms of action. Soap molecules can pierce the virus, but can also surround it, trapping it in a micelle and defeating those strong chemical bonds between the virus and our skin. Using all this information backed up by science, we have designed a core message:
“Safeguard your family from COVID-19 by washing hands with our liquid hand wash”
Through this message, we want to emphasize that our soap is reliable during the pandemic and for fighting COVID-19
We will also be giving out offers as shown below. We are giving away free pocket hand sanitizers because we also want to make consumers dependent on our other products as well.
4. Campaign media plan
The campaign will run across TV, radio and print as well as social media to help change people’s behavior across the country. Messages will be tailored to communities in certain regions to ensure they are effective. When it comes to social media, we will create a promo video which will include our core message including our campaign clips and through ad buying and clever audience segmentation we will be able to hit a wider range of audience and spread awareness about our brand and product. We will also go live where one of the ambassadors will talk about the campaign in order to generate interest and engagement in the digital world.
We will use radio to inform people in remote areas of our country such as Hathazari or Kaptai where people heavily rely on radios for everyday entertainment and information. We will use certain magazines and newspapers to further spread our message and lastly we will showcase our campaign during the prime hours when it comes to good old television boxes.
5. Campaign Asset Production
To start off the work, we have to communicate with all vendors who will help in designing our messages, set up stalls and operate the channels that will advertise our campaign.
There will be 16 eligible ambassadors chosen for our activation campaign. We also need a team who will source out these 16 individuals for the campaign through vigorous steps of interview and final audition.
As we have a fixed budget, we will negotiate with all the associated vendors and minimize costs where necessary. The primary goal is to remain in alignment with our timeline of carrying out the campaign.
This will be a month-long campaign, from the beginning till the end of Ramadan.
6. Campaign Execution
Before we start the campaign there are a number of issues that we have to solve. Starting from the beginning and perhaps the most important is to approve the budget from the higher management.
Upon approval we need to find vendors who will be able to build the stalls as per our design layout. We will also need to contact vendors who can create merchandise for the ambassadors. The 16 ambassadors that we are hiring need proper training in etiquettes and proper guidance regarding sales and assign them their location where they will carry out their task in pairs.
We plan to run this entire campaign up until the end of Ramadan to get the most friction. As our activation campaign is to be set up around malls or such commercial buildings, consumers will be shopping all over Ramadan where they will need to stay careful at all times. To ensure their hygiene, our ambassadors will be their constant reminders.
In order to make the promo video out of our campaign, we will be needing a production team for which we can contact various agencies, and with the best budget will carry out this particular task. Before the campaign starts we have to contact newspapers and magazines to keep an available spot for our campaign ad. Same goes for local radio stations and television ads.
Apart from video commercials, we will squeeze in L-shaped advertisements in different time intervals, while shows or news run. In both national and community radio stations, our idea is to not only sponsor segments but also ask those who announce time frames or while presenting the news, they can use one-liners as reminders like: Wash your hand for 20 seconds using Lifebuoy. These are quick and frequent, as a result will be easy to retain in the consumer's mind.
We will create a team where content writers and planners will work simultaneously in order to execute each of these tasks under the given period of time. Last but not the least, we will take permission from the respected authorities of various shopping malls to place our stalls.
SOCIAL MEDIA POSTS
Creative 1
Caption: We are going through a difficult time. It is about the world against one deadly virus. The members of the medical staff such as: doctors, nurses and ward boys are the front-liners now. We thank them for their selfless contribution.
Hashtags: #lifebuoy #realheroes #totalguard
Creative 2
Caption: মায়ের কাছে সন্তানের সুরক্ষা সবার আগে। ঠিক তেমনি সন্তানের চাওয়া থাকে তার মাও থাকুক সুস্থ। মাথার উপরনছায়া হয়ে থাকুক সবসময়। আর তাই, মা-সন্তানের সুরক্ষার দায়িত্ব লাইফবয় হ্যান্ডওয়াশের। Hashtags: #lifebuoy #healthyhabits #totalguard
Creative 3
Caption: আপনি কি আপনার পরিবার সহ করোনা মুক্ত থাকতে চান? প্রতিরোধের উপায় জানা থাকলে প্রতিকার করতে যাওয়ার মানে হয় না! পরিবারের সকলকে নিয়ে করোনা ভাইরাসের বিরুদ্ধে প্রতিরোধ গড়ে তুলুন আজই। ব্যাবহার করুন লাইফবয় হ্যান্ডওয়াশ। কেননা, একমাত্র লাইফবয় হ্যান্ডওয়াশই দেয় কোভিড-১৯ সহ সকল ভাইরাস, ব্যাকটেরিয়া এবং অন্যান্য জীবানুর বিরুদ্ধে ৯৯.৯৯% সুরক্ষা।Hashtags: #lifebuoy #healthyhabits #totalguard
Creative 4
Caption: In this pandemic the patients are relying completely on the doctors. They have complete faith in doctors. On the other hand, the doctors are also taking care of the patients with love, care and affection. Lifebuoy salutes this relationship between a doctor and the patients. Also, it is an honor to be a small part of it.Hashtags: #lifebuoy #healthyhabits
Creative 5
Caption: খুব কঠিন সময় পার করছি আমরা। পৃথিবীর নানা প্রান্তে শত-কোটি মানুষ এক ভাইরাসের হাত থেকে বাচার প্রাণপণ চেষ্টা করছে। যা দমন করার উপায় জানা নেই, তাকে বিরুদ্ধে প্রতিরোধ গড়ে তোলাই বুদ্ধিমানের কাজ। আর এই কোভিড-১৯ এর বিরুদ্ধে ৯৯.৯৯% সুরক্ষা নিশ্চিত করে লাইফবয় হ্যান্ডওয়াশ, এটি এখন প্রমানিত। প্রত্যহ লাইফবয় হ্যান্ডওয়াশ দিয়ে হাত ধুয়ে মরণঘাতী করোনা ভাইরাস থেকে থাকুন সুরক্ষিত।
Hashtags: #lifebuoy #healthyhabits
Creative 6
Caption: It is clinically tested and proved that Lifebuoy Hand Sanitizer Gel gives 99.99% protection against all sorts of viruses and bacteria including COVID-19. Sanitize your hands frequently to get the total guard of Lifebuoy.
Hashtags: #lifebuoy #totalguard
POSTERS
Poster - 1
Poster - 2
Banner-1
Banner-2
Banner-3
3. RADIO COMMERCIAL SCRIPT:
Voice | Music & SFX | Duration |
ছেলেঃ “ আরে! পাকা আম..” | Soft happy music | 2 seconds |
মাঃ “ আগে লাইফবয়, তারপর খাওয়া” (in a sing-song tone) | soft happy music | 3 seconds |
ছেলেঃ “ কিন্তু…” | Soft music | 1 seconds |
বাবাঃ “আমাদের হাতে আছে ক্ষতিকর জীবাণু, যা হাত থেকে পেটে দ্রুত ছড়াতে পারে।” | | 5 second |
মাঃ “আর সেজন্য চাই লাইফবয় দিয়ে হাত ধোওয়া!” | Soft music | 3 seconds |
Ending Voiceover : “লাইফবয় হ্যান্ডওয়াস যে কোনো জীবাণুসহ করোনা ভাইরাস বিস্তার প্রতিরোধে অধিক কার্যকর। হোক ভাল অভ্যাসে করোনামুক্তি!” | Lifebuoy theme music | 7 seconds |
JINGLE FOR RADIO:
করোনামুক্ত বাংলাদেশ গড়ার প্রত্যয়
তাতে লাইফবয় পাশে আছে নিশ্চয়
করোনা দমনে হাতে রাখি হাত
মরনঘাতি ভাইরাস কুপোকাত (Musical)
হাত ধুই, মাস্ক পড়ি
সবাই মিলে সুস্থ থাকি! (Sing-song tone)
4. TELEVISION VIDEO COMMERCIAL/ONLINE VIDEO COMMERCIAL SCRIPT:
Script:1
Shot | Explanation | Message | Duration | Background |
Scene 1 | - Going out wearing a mask. (Long Shot)*** | Pandemic situation precaution. | 2-3 seconds. | Natural ambiance |
Scene 2 | - In the lift to go down with another person, other person pressed lift keys (Medium Close up)*** He also pressed lift keys (Extreme Close Up)*** | Hand getting in contact with unhygienic things. | 5-8 seconds | Lift opening and closing sound. |
| Scene 3 - Went down, pushed the gate to open Camera:(Long Shot)*** | Hand getting in contact with unhygienic things. | 3-5 seconds | Gate opening sound |
Scene 4 | - Took a rickshaw...while getting up, he touched the hood of it Camera:(Medium long shot)*** | Hand getting in contact with unhygienic things. | 3 seconds | Natural ambiance |
Scene 5 | - While paying the rickshaw puller, he gave him money & took back the change. Camera: (High angle shot)*** Focusing on the money exchange | Hand getting in contact with unhygienic things. | 4 seconds | |
Scene 6 | - Went in a shop Camera: (Long Shot)*** Took few things from a shop & paid Camera:(Medium Long Shot)*** (Close-up)*** | Hand getting in contact with unhygienic things. | 6 seconds | Natural ambiance |
Scene 7 | - Cut short, he's back home...shot from inside the house Camere: (Very long shot)*** - He looks at his hand Camera: (High angle shot)*** | Realizing after coming home that everyday we bring thousands of germs, including Corona virus with us when we get home. | 7 seconds | Soft music. |
Scene 8 | - Washing his hands Camera:(Medium Close-Up)*** Voiceover - “মুখে মাস্ক দিলেও, হাতটা অনেক দুষ্টুমি করে বাইরে গেলে- এটা ধরে, সেটা ধরে, এই দুষ্টুমিতে বাধা না দেই কিন্তু বাসায় এসে ভালো বাচ্চাদের মতো হাত ধুয়ে নিবেন নইলে এই হাতের দুষ্টুমিতেই নিজের জীবনও হারাতে পারেন এই করোনা পরিস্থিতি তে। এর থেকে সুরক্ষিত থাকতে হাতের কাছে রাখুন লাইফবয় হ্যান্ডওয়াশ। Or "মুখ মাস্কে ঢাকা থাকলেও নিজের হাতের লাগামই হাতে থাকে না আমাদের! সারাক্ষন এটা-সেটা ধরতেই থাকি! সেই হাতই আবার নিয়ে যাই চোখে-নাকে-মুখে! ঘটে মারাত্মক বিপত্তি! এটা-সেটা ধরায় বাধা নেই। কিন্তু, নাকে-মুখে হাতও দেয়া যাবেনা। আর নিয়মিত হাত ধুতে হবে লাইফবয় হ্যান্ডওয়াশ দিয়ে। কেননা, শুধুমাত্র হ্যান্ডওয়াশই দেয় জীবানুর বিরুদ্ধে ৯৯.৯৯% সুরক্ষার নিশ্চয়তা।" Possible offers: “এখন লাইফবয় হ্যান্ডওয়াশের সাথে পাচ্ছেন লাইফবয় হ্যান্ড স্যানিটাইজার ফ্রি!” Background goes blur, product placement in. Tagline dialogue playing in the background- "ভাল অভ্যাসে করনামুক্তি!" | ***Informative text of some info on why we should wash hands when we come back from outside in this corona situation*** | 8 seconds | Lifebuoy theme music. |
