Hand washing is not a regular habit among Indonesians. The challenge was to continue to build the habit of hand washing and own the category in consumer’s mind by associating brand Dettol with hand wash habit.
The holy month of Ramadan was chosen as a relevant hand wash moment.
Ramadan is the ninth month of the Islamic calendar. It is the Islamic month of fasting, in which participating Muslims refrain from eating and drinking from dawn until sunset. Fasting is intended to teach Muslims about patience, humility, and spirituality.
The consumer insight that MPG worked on was: “During fasting month being clean is extremely important. I follow good hygiene, take regular bath as well as wash hands and legs religiously before breaking fast”.
During Ramadan month, TV viewing pattern is different compared to other months. There is peak during Sahur (2:30 - 4:00am, time for meal before starting the fasting) and the fasting break time (Berbuka) in the evening.
SCTV has a religious programme Para Pencari Tuhan (In Search of God), which is the most watched program during the Sahur and Berbuka time.
MPG in partnership with SCTV created fillers on importance of Hand Hygiene using the characters in this program. The main figure was Deddy Mizwar, a veteran and the most idolised religious person to attract people attention and to strengthen the endorsement.
The filler was aired for one month during Sahur and Berbuka time on T.
Overall the brand experienced 10 per cent increase in sales in the following month. On some parameters the impact was the same as a TVC with much lower investments.
After a month long campaign, a research by TNS showed that Dettol hand wash needs “to be used before eating” was the key message takeout. Take out of “Make hands clean” message was even higher compared to regular TVC with much lower weights.