Campaign details
Brand: LifebuoyBrand owner: UnileverEntrant company: Magna Global, DubaiMarket: Middle East & AfricaSector: Bath toiletries, soapsMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Product sampling, Radio & audio, Search marketing, Social media, Television, Websites & micrositesBudget: 1 - 3 million
Executive summary
As a response to the global COVID-19 pandemic, Lifebuoy ran the world's largest behavior change program to encourage hand washing behavior. Our core objective was spreading awareness: using soap was what mattered, no matter the brand, even if it was our closest competitor....