Campaign details
Brand: Dettol SABrand Owner: Reckitt BenckiserLead Agency: Arc South Africa, Zenith OptimediaContributing Agencies: NewcastCountry: South AfricaIndustries: Cleaners & detergentsMedia Channels: Online display, Online video, Point-of-purchase, Programmatic display, Social mediaBudget: Up to 500k
Executive summary
The aim of the Dettol Back to School campaign was to highlight the importance of germ-prevention during the back-to-school period in South Africa. This was done by conducting a social experiment which highlighted germ hotspots in and around the school. The experiment ended by depicting relevant germ preventative products....