A 360 activation that included online, television, press, radio and on-ground activation.
The task:
To increase awareness for Dabur Sanifresh, a toilet cleaner.
Solution:
We could have gone down the traditional advertising route - communication that spoke about our product. Instead, we took up a social cause - lack of toilets for poor women in India. We created an online consumer engagement platform, www.700se7kadam.com. It was interactive and enlisted the support of urban women to help the poor get a toilet.
The idea was seeded in Youtube, facebook and twitter, and also in television, radio, press and on-ground activation.
The activity was launched at the same time as Prime Minister Modi's Swachch Bharat (Clean India) initiative. This helped it ride a 'wave' of cleanliness and it got far more attention.
Results: There were 1.7 million hits for the film on youtube. 2 lac people pleadged their support to the effort. Toilets were constructed from funds generated.
The activity was written about in popular press and websites. Favourable word of mouth was generated for Dabur Sanifresh among urban women - our core target audience. Many women chose to be our 'Dignity Ambassadors'.
Dabur's reputation as a responsible corporate citizen was enhanced.
Dabur's reputation as a responsible corporate citizen was enhanced.
Given below is the AV that explains the activity. Below it are the online film, press ad, radio spots in that order. Followed in the end by some photos of the on-ground activation.
Given below is the film that ran on www.700se7kadam.com, youtube and television.
(A website named www.700se7kadam.com was created. It means www.from700stepsto7.com. Suggesting that just like we take 7 steps to our toilet, so too the journey of poor people to a toilet should come down from 700 steps to 7. )
Press ad
