Dettol

WIRETAPPING INSIGHT FOR GROWTH

It’s common belief that it’s hard to get children to do anything, let alone hand washing. So, we went deeper into this belief to unlock what we call the WireTapping insight for meaningful change. Our research uncovered 87% of 3–6-year-olds don’t practice proper hand hygiene. It all comes down to trust. Our WireTapping uncovered that 50% of parents believe a trusted role model helps educated children. To achieve our goal of reducing the hygiene gap amongst 3–6 year-olds across ANZ from 87% to 75% in year one, that trusted role model was crucial.

Journey

WIRETAPPING INSIGHT FOR GROWTH

IDEA THAT MOVES DIGITALLY, HUMANLY.

Let’s Wash Like The Wiggles We posed the question for an idea that moves digitally, humanly; what if we could teach children to wash like The Wiggles? It was time for Dettol and The Wiggles to create a campaign that would reduce the hygiene gap by making a real song and dance about it! At the center of the campaign was a well-crafted 1-minute song. Every line was aligned to our research that identified the messiest of activities children find themselves in. A simple dance routine was developed to stimulate and aid memory structures. As well as a foaming Dettol handwash to aid the routine that changed colour when you washed for 30 seconds. To expand the song’s reach and effectiveness, the campaign rolled out on TV and cinemas across ANZ. We also created a new Wiggle – a young green Wiggle –only the third ever after Simon Cowell and Kylie Minogue.

IDEA THAT MOVES DIGITALLY, HUMANLY.

THE EFFECTIVENESS

Did we hit a high note? It’s too early to know if we’ve hit our year one high note. But one month in, we’ve reached 1.2M+ parents and children and helped 2.4M hands Wash Like the Wiggles. And searches for ‘Dettol Hand Wash’ in July hit a record high, increasing YoY volumes by 27.24% - taking 3% share of search from Palmolive Handwash. Proving that when it comes to bridging the hygiene gap, Dettol is still the most trusted pair of hands.

IDEA THAT MOVES DIGITALLY, HUMANLY.

Overview

Journey

Journey

Results