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.