« Ogilvy Group UK Home

Last week, while everybody was talking and fretting about swine flu, the OgilvyOne Lifebuoy teams in London and Mumbai decided to take action.

Lifebuoy medicated soap is one of Unilever’s biggest brands and also a leading brand in hygiene in the developing world. As we all know, swine flu is spreading throughout the US, UK and Europe, but there is also great anxiety in Asia, Africa, the Middle East and Turkey.

The Unilever clients called Ogilvy last Wednesday (6th May) asking us to come up with a digital programme which would provide information and support for consumers in countries like India and Indonesia. They also had a very tight deadline: end of play Friday (8th May).

Within two days we developed a complete digital swineflu presence for the client, including information pages on the Lifebuoy homepage; a “handwashing” video; recommendations on how to best adapt and launch the package in local markets; how to join the debate using YouTube and social networking sites, SMS and voice recordings; and leveraging partners like the World Health Organisation.

At 24 minutes after midnight on Friday everything went live and we had a delighted client!

Have a look at the site: www.lifebuoy.com. The “handwash” video is also available on YouTube – click on this link.

As you all should know, our very own Chris Russell (above), an account manager for Cisco at OgilvyOne, is an Olympian in-the-making (see blog entry, 8th March 2009, below).

One of the UK’s most talented sailors, Chris is already two years into the training regime designed to get him to London 2012.

The good news is that his preparations have been going great, but the road to the Olympics isn’t all plain sailing. Finance is a huge part of the process. As Chris says, “You can’t buy an Olympic medal, but you certainly do have to pay for it.” He has therefore, rather ingeniously, launched his own non-profit campaign allowing us all to share in his Olympic dream.

His website, www.wooshare.com/london2012, gives you the opportunity to buy a share in Chris’ Olympic journey. 100,000 shares, at one pound each, are available for general sale. All donations will exclusively go towards an aspect of the Olympic journey, most notably the training and racing expenses.

What’s more, Chris has organised 10% of all contributions to go to the Lance Armstrong Foundation, a global cancer charity.

In return for their donation, all shareholders will receive updates on Chris’ progress, including behind-the-scenes insights into just what it takes to participate at the elite level. Plus, all contributors are entered into a grand prize draw for a brand new boat – [Ed. now that’s a hull of a deal].

Rory Sutherland, Ogilvy Group UK vice chairman, IPA president and a man who knows a good investment when he sees one, has already snapped up 20 shares. If ever you needed proof that this is a worthwhile cause…

So make sure you go to Chris’ website and become a part of the (extended) Olympic community! Follow Chris’ journey on twitter @chrismrussell and please help spread the word!

To donate, just click here.