Cannes Lions

GNY-GERM'S NEW YEAR

PHLUNENCY INTERACTIVE CHINA, Beijing / RECKITT BENCKISER / 2014

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Overview

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Credits

Overview

Execution

We created lively carton germs, who use their own SNS just like humans. We made a viral AD in E-commerce websites, letting germs get a free ride of consumers’ items. Germs also have their own posters and red packets, release a viral video named “Caring for germs” expressing their wishes. Finally, mothers got realized what will happen without Dettol.

We launched an app game named “Dettol defends CNY”, to deepen Dettol’s image of fast sterilization. Dettol sent specialized cleaners to clean up consumers’ houses, help mothers to remove germs while cleaning and bring a healthy Chinese New Year to families.

Outcome

This is a Dettol China's promotion in the history with the lowest cost and the maximum effect. In two weeks,

387,043 people visited the official website 3,747,504 people joined in Dettol germs topic 1,315,000 video views 3,945 consumers ask for clean-up services

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