Dettol adds ‘soft touch’ to classic romance in new experiential campaign via Momentum Worldwide
Romance has been put back into health care with Dettol’s new digital and experiential campaign, Stolen Moments of Softness via Momentum Worldwide.
Launched today, the tongue-in-cheek campaign offers consumers a ‘classic’ moment of romantic escapism through an interactive online story. To celebrate the launch of Dettol’s Touch of Foam liquid hand wash, the campaign is also supported by in-mall hand massage and washing experiences.
The campaign will run to 20th of December, and is based on the popularity of Mills and Boon-type stolen moments, where consumers are encouraged to take a few minutes out of their busy day to create their very own romantic experience online, with three different heroes and scenarios to choose from; each whisking them away on three unique romantic journeys.
The aim of the campaign was to actively engage their female target audience, while highlighting the dual benefits of Dettol’s new Touch of Foam hand wash – which is soft on skin, delivered through added moisturisers, while still killing 99.9% of germs.
Says David Romero, Reckitt Benckiser’s germ protection category manager: “When it comes to caring for themselves and indulging a little, women have very little time. While we can’t give them more time, we can make their everyday moments a little more indulgent.
“Through the inception of Touch of Foam hand wash we are providing a dual-benefit product that offers a more luxurious hand washing experience, without compromising on health. The supporting Stolen Moments of Softness interactive campaign has taken the same approach – a few minutes out to escape can become a priceless experience in an otherwise hectic day.”
Through both digital and experiential components, consumers will be offered the chance to win a luxury spa break worth up to $10,000 and one of one hundred runner-up prizes.
9 Comments
Words fail me.
The illustration is wonderful and the stories insightful
Client’s surname is Romero, as is the Fabio-esque character. Co-incidence…??
Seems to me that through the inception of Touch of Foam hand wash they’re providing a dual-benefit product that offers a more luxurious hand washing experience, without compromising on health. This supporting Stolen Moments of Softness interactive campaign seems to take the same approach – lets face it, a few minutes out to escape can become a priceless experience in an otherwise hectic day.
Well done all round.
@6:04PM How’s that kool aid tasting?
Dear ‘Yes’, go astroturf on Mumbrella, or at least do it with some wit. That’s such a bad effort, you’re clearly the writer of those god-awful web films, or perhaps his mum.
This looks shit. It’s also hard to follow. So two out of number twos for shitness.
The borrowed idea is very,very old too.
I’m a bloke. But, geez, just had a look at the online story that seems pretty patronising to women.
It’s like some kind of perverse competition between this and that chinese TV ad today.