Earlier riverorchid campaigns ensured Green Cross Hand Santiser enjoyed excellent brand recall and a number one position (in a category that had previously never existed). However, while the consumer understood the role of the product, they weren’t sure how often to use it.
To increase the usage frequency from ‘special occasions’ to several times a day. The other challenge was the media budget – it was very limited and couldn’t compete with the weight Unilever was putting behind Lifebuoy.
THE CREATIVE IDEA
Shock our consumer into action using compelling facts about bacteria. Introduce a grubby little character called ‘Mr Scary’ whose bacteria army is defeated everyday by the forces of Green Cross.
THE MEDIA IDEA
Limited budget meant it was prohibitive to air the campaign on national TV. We used the new LCD media channels instead. We created messages relevant to the location it was viewed – taxis, elevators, super-markets. These also were places of high bacteria concentration.
After just three months Green Cross cumulative sales had increased by 40%. It further strengthened its position as market leader. Its brand recall and equity is now so high, in 2012 Green Cross launched a surface cleaner under the same name.