Domestos Germs in Space Initiative Russia
Task
The main goal for the campaign was to introduce new Domestos SKU to the audience, improve brand awareness and drive sales. Our target audience are trying to find a more effective way to fight microbes and the way to effortlessly keep the house clean. In order to engage consumers into brand`s communication and help to minimize the time which our women spent on housework, it was necessary to choose more relevant reach channels among our audience.
Ideas and solutions
Domestos launched new SKU with 4 times more power on the market. With such a qualitative product, germs were threatened with extinction. In order to ensure that microbes have no chance to save the population on Earth, Domestos with the help of the ‘Living System’ museum provided space launch with germs on board where they can`t harm people. To announce such incredible event and introduce new product we used highly reach communication channels: the most popular within our audience portal Mail.ru. News Mail.Ru released a detailed report of the launch, supplemented by important information on harmful microbes, and offered a demonstration of Domestos effectiveness within a virtual interactive laboratory. The report was widely announced on the portal. To maximize reach of the project and engage users into brand’s communication, we created game on the most popular social network: OK.RU. The brand asked users of the OK.ru to eradicate the microbes that had not yet abandoned Earth within the framework of an entertaining game. For every killed microbe, players could receive internal currency, OKies. To enhance key product communication ‘4 times faster’ and drive sales, we integrated mechanics with bar code scan. The application offered an opportunity to increase one’s fighting power 4 times and, subsequently, earn more OKies in exchange for the barcode from a purchased bottle of new Domestos. Game was available for both desktop and mobile with opportunity to synchronize devices (using mobile phone as second screen). Connecting displays of a smartphone and a computer made the hunt for germs even more exciting. Project helped us to leverage new communication and improve brand KPI’s among contact group: Brand awareness +292% Brand association +79% Purchase intent +42% Great media metrics: Announcement reach - 39 mln Project helped to drive real sales: Bar codes registrations – 22 k
