Reckitt Benckiser (RB) is a company that invests heavily in traditional advertising mediums – TV, Press and Outdoor. The have never delved into any online activities, and have had limited involvement in activation programs. Dettol, one of their flagship brands, was to launch a range of shower gels for men by the name of “High Performance”.
Taking off from the High Performance angle, a microsite was built for people to play tailor-made games of soccer (free kicks), cricket and bowling. Users had avatars and had the mission to grow them from being good performers to High Performers, and each time they worked up a sweat, they would go back into a locker room and be asked to hit the showers, where they would be introduced to the products. Alongside, a mall activation was done in UAE and KSA, where touch screen panels provided the customer with the same games to play. Additionally, they were asked to visit the High performers FB page, where they could play more games – all of which lead to a big, high performance prize: a Ford Mustang!
Additionally, we did an office disruption activity to create a buzz for the launch within the RB office in Dubai. A full size shower cubicle was placed in the office and new products were placed all over. The fun started once a man in a bath robe walked in and started taking a shower, while the girls whistled.