Cannes Lions

GERM ALARM - SAFEGUARD

ACE SAATCHI & SAATCHI, Manila / PROCTER & GAMBLE / 2014

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Case Film
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Overview

Entries

Credits

Overview

Execution

Safeguard Germ Alarms are true product innovations that are relevant to the target market because they reminded them to protect themselves from germs and disease by simply washing their hands with soap after using a public toilet.

This, in turn, is very relevant to Safeguard because the more people are reminded to hand wash, the more people would use their product, increasing their sales.

Outcome

More than 12,000 toilet-users experienced the Safeguard Germ Alarms first-hand. Raising incidences of hand washing by more than 50% in areas they were implemented.

Safeguard antibacterial soap sales rose by 37% during the campaign period. Giving the brand its highest market share in 2 years.

Enabling us to get a very important point across: disease-causing germs are alarming and Safeguard antibacterial soap is the best way to stop them.

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