Dettol has worked with local celebrity Priscilla Wong (黃翠如) for an integrated campaign spanning television, mobile, digital and the offline space.
Created by Havas Hong Kong, the campaign All Day Freshness puts its new cucumber-flavoured body wash in the limelight to promote a refreshing shower experience and the product’s anti-bacterial formulation.
The mobile app, available for download via Apple Store or Google Play, offers consumers a platform to engage with local celebrities through an interactive game. Videos and photos from the mobile app can also be shared across social media platforms, including Facebook.
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The campaign also sees a collaboration with local gelato brand XTC to create a special cucumber ice-cream, which will be served as a reward to locals who have played the mobile app and interactive game at outside booths during an offline activation which will be held on 2 and 3 August.
“Dettol is one of the first body wash brands to launch a mobile app with a celebrity to engage consumers in Hong Kong,” said Vincent Wong, marketing director for Hong Kong/Taiwan at Reckitt Benckiser.
Added CC Tang, chairman of Havas Worldwide Hong Kong, and chief creative officer of Havas Worldwide Greater China: “Through the campaign, we would like to bring a cool and refreshing experience to the people of Hong Kong – through a more experiential campaign.
“We are delighted to work with Dettol – a client that believes in and fully appreciates the power of branding, which also allows us to develop great creative work.
“As a household brand which is seen as a commodity, we want consumers to realise that body wash can also be perceived as a fun and engaging product.”
Creative agency: Havas Worldwide Hong Kong
Creative director: Kenneth Tung
Associate creative director: Rachel Lo
Senior art director: Brenda Ting
Digital assistant art director: J Yip
Group account director: Regine Tsui
Associate account director: Kaima Ng
Digital senior account manager: Yuki Wong
TV producer: Hung Wong
Media agency: PHD Hong Kong