Dettol's campaign is named "Dettol hai toh sahi hai". It is designed to turn consumers towards hygienic life. This campaign is aimed as a type of education for the audience. It is basically designed to show empathy towards the customers and that we really care for them. It also encourages repeat purchase of the Dettol product.
Their objectives are as follows:
- to place dettol as a complete health care product in the mind of the consumer
- to make the consumer think dettol as their personal doctor
- to turn the use into habit of the consumer
Our product Dettol hand sanitiser brands itself via innovative print ads, such as the following advertisement:
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Objectivity of the advertisement
The objective of the ad is to illustrate the need for using the hand sanitizer and the possible benefits obtained through its use. The need for a germ fighter is brought out by showing the out stretched hand in different everyday contexts, But, the specific benefits of using a hand sanitizer, namely, it killing 99.99% of the germs or that it can be used anytime anywhere are not brought out in the hand.
The picture shown is a “fair and accurate representation” of the qualities of a hand sanitizer. There is no body copy or endorser who is talking about any benefits going beyond the core proposition of a hand sanitizer. In that respect, the print ad is very objective, as in it talks about (or shows pictorially), what the product can actually deliver.
Creativity shown in the Ad
Without using any body copy or text, the print ad manages to convey the association of dirty hands and the product. The image of the outstretched itself, appearing in multiple forms, each in different everyday context is unique itself. In would lead to high memorability of the ad and hence recall and association with dirty hands.
Scope for improvement in the advertisement
a) Positioning: This has already being talked about before. In summary, instead of a simple germ fighter, the product should be positioned on the relative advantages it offers over a soap. These include:
a. positioning of fighting 99.99% of germs
b. on being the anytime/anywhere answer to fighting germs
This is especially important for a country like India, where the concept of hand sanitizer is very novel. So, talking about a need which is distinct from the simple hygiene need being successfully fulfilled by soaps is required.
b) The TG appears to be the entire set of men being involved in outdoor activities. In a country where penetration and even awareness of such a product is less, greater trial can be achieved by specifically targeting early adopters who would be more likely to use the product. These could be:
i. Doctors, nurses
ii. Adventurers, Mountaineers etc
The objective of the ad is to illustrate the need for using the hand sanitizer and the possible benefits obtained through its use. The need for a germ fighter is brought out by showing the out stretched hand in different everyday contexts, But, the specific benefits of using a hand sanitizer, namely, it killing 99.99% of the germs or that it can be used anytime anywhere are not brought out in the hand.
The picture shown is a “fair and accurate representation” of the qualities of a hand sanitizer. There is no body copy or endorser who is talking about any benefits going beyond the core proposition of a hand sanitizer. In that respect, the print ad is very objective, as in it talks about (or shows pictorially), what the product can actually deliver.
Creativity shown in the Ad
Without using any body copy or text, the print ad manages to convey the association of dirty hands and the product. The image of the outstretched itself, appearing in multiple forms, each in different everyday context is unique itself. In would lead to high memorability of the ad and hence recall and association with dirty hands.
Scope for improvement in the advertisement
a) Positioning: This has already being talked about before. In summary, instead of a simple germ fighter, the product should be positioned on the relative advantages it offers over a soap. These include:
a. positioning of fighting 99.99% of germs
b. on being the anytime/anywhere answer to fighting germs
This is especially important for a country like India, where the concept of hand sanitizer is very novel. So, talking about a need which is distinct from the simple hygiene need being successfully fulfilled by soaps is required.
b) The TG appears to be the entire set of men being involved in outdoor activities. In a country where penetration and even awareness of such a product is less, greater trial can be achieved by specifically targeting early adopters who would be more likely to use the product. These could be:
i. Doctors, nurses
ii. Adventurers, Mountaineers etc
The product being advertised is an Instant Hand Sanitizer. A hand sanitizer’s value proposition is that it kills 99.99% of the most common germs that may cause illness. Its relative advantage compared to a normal soap is that it can be used anytime, anyplace, without water or towels. Its disadvantage is that though it is very effective at killing germs on the hands, but it is not effective at removing dirt. Conversely, soap and water are very effective at cleaning dirty or soiled hands, but are not good at killing germs.
So, a result, communication for an Instant Hand Sanitizer must concentrate on two points:
• 99.99 % Germ Killing Formulation
• No need of water/towels, making it anytime, anywhere
The Advertisement for Dettol Instant Hand Sanitizer
We spoke about two themes on which hand sanitizer advertising could be based on. These were:
a) Speaking about the 99.99% germs killing attribute
b) Speaking about the anytime/anywhere attribute
Message
The advertising of the Dettol Instant Hand Sanitizer does not focus directly on any of the above mentioned themes.
It shows a man’s hand and the various things it is put through in the course of a day. The ad tries to show this without showing any explicit user scenarios or using any text. The creative is about an outstretched hand, which through its various projections, each holding an object, represents a particular user activity.
These range from:
• Eating out
• Handling home appliances and gadgets like the remote
• Driving, filling up gas
• Using the phone
• Working, writing, using the computer
All these contexts are possible sources of germs. The bottle of the Dettol Instant Hand Sanitizer kept besides the outstretched hand is the supposedly the solution the outstretched hand is looking for as a solution for all the ills the hand has to go through in the course of the day. The campaign for Dettol Instant Hand Sanitizer illustrates the fact that germs are everywhere. As explained before, numerous occasions throughout the course of the day are all possible sources of germs.
The text in small font on the bottle itself, stating the product as the Dettol Instant Hand Sanitizer is the cue which helps relate the outstretched hand, affected by the germs causing environment and the bottle, which supposedly is the solution that the hand is looking for. Apart from that there is no body copy in the print ad which states the benefits of the product or its usage. What is highlighted though is the Dettol brand itself, which is easily noticed on the bottle. The strong brand of Dettol lends credibility to the product and gives an impetus to the target audience to look at the AD more carefully.
So, a result, communication for an Instant Hand Sanitizer must concentrate on two points:
• 99.99 % Germ Killing Formulation
• No need of water/towels, making it anytime, anywhere
The Advertisement for Dettol Instant Hand Sanitizer
We spoke about two themes on which hand sanitizer advertising could be based on. These were:
a) Speaking about the 99.99% germs killing attribute
b) Speaking about the anytime/anywhere attribute
Message
The advertising of the Dettol Instant Hand Sanitizer does not focus directly on any of the above mentioned themes.
It shows a man’s hand and the various things it is put through in the course of a day. The ad tries to show this without showing any explicit user scenarios or using any text. The creative is about an outstretched hand, which through its various projections, each holding an object, represents a particular user activity.
These range from:
• Eating out
• Handling home appliances and gadgets like the remote
• Driving, filling up gas
• Using the phone
• Working, writing, using the computer
All these contexts are possible sources of germs. The bottle of the Dettol Instant Hand Sanitizer kept besides the outstretched hand is the supposedly the solution the outstretched hand is looking for as a solution for all the ills the hand has to go through in the course of the day. The campaign for Dettol Instant Hand Sanitizer illustrates the fact that germs are everywhere. As explained before, numerous occasions throughout the course of the day are all possible sources of germs.
The text in small font on the bottle itself, stating the product as the Dettol Instant Hand Sanitizer is the cue which helps relate the outstretched hand, affected by the germs causing environment and the bottle, which supposedly is the solution that the hand is looking for. Apart from that there is no body copy in the print ad which states the benefits of the product or its usage. What is highlighted though is the Dettol brand itself, which is easily noticed on the bottle. The strong brand of Dettol lends credibility to the product and gives an impetus to the target audience to look at the AD more carefully.
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