Reckitt Benckiser: SBP insecticide

 

Client: Reckitt Benckiser
Product: SBP
Category: Health and Beauty
Agency: Adsmovil
Country: Brazil
Year: 2014

 

Campaign Summary

The SBP brand from Reckitt Benckiser is an insecticide used against flies, cockroaches, dangerous insects and mosquitoes, including the Aedes aegypti mosquito, which is a big problem in Brazil and can transmit dengue fever, chikungunya, Zika, yellow fever viruses and other diseases.

Reckitt Benckiser’s biggest challenge was its main competitor’s strong penetration in the region. Another major challenge was the difficult and fragmented methods of reaching consumers in these regions – specifically people on vacation on the beaches of the Brazilian coast.

Reckitt Benckiser addressed these challenges using a coverage-based and qualititative approach that relied on the use of geolocation, geofencing and behavior targeting technologies.
 

Objective and Context

The main objective of the campaign was to generate brand awareness and position the brand as the leader in the segment. In particular, Reckitt Benckiser wanted to use using geolocation to reach:

  1. Consumers on vacation in the Northeast of Brazil and in the Brazilian coastal cities of São Paulo and Rio de Janeiro.
  2. Consumers in or near one of the 3,025 supermarkets mapped by geolocation in these regions.
  3. Consumers driving in major bottleneck areas to the beaches on weekends during the Brazilian summer.
     

Creative Strategy

Reckitt Benckiser’s mobile strategies increasingly focus on the context of locating consumers. As such, the campaign’s strategy was to connect with the target audience through any mobile device regardless of the device’s location. SBP wanted to make an impression on consumers with an important message for families in places with a greater incidence of mosquitoes.

The reason the media strategy was entirely based on geolocation, geofencing and behavior targeting technology was so that it could reach the main target of the campaign – mothers age 25 and older. To reach mothers who were browsing via smartphones or tablets, Reckitt Benckiser used the Millennial Media mobile media network with its 60,000 applications. Because the campaign had previously been produced in digital media, the creative context was adapted so it could be viewed on smartphones and tablets. The advertiser allocated 15% of the campaign’s digital media investment for mobile media.

Geolocation, geofencing and behavior targeting technologies enabled the campaign to achieve exceptional reach and results. No other media could have offered such precision in delivering SBP’s message to the right consumer at the right place and at the right time.

This innovative mobile strategy enabled closer and more precise contact between the brand and the consumer and enabled SBP to differentiate itself from the competition, exceeding all expectations. This was the first time that Reckitt Benckiser ever used geolocation, geofencing and behavior targeting in a mobile campaign. Since this campaign, all Reckitt Benckiser products now have an associated mobile media plan.
 

Results

Below are the results of the campaign, which exceeded all campaign goals:

  • More than 2,000,000 impressions were delivered.
  • More than 23,000 clicks were delivered.
  • Average clickthrough rate was 1.10%, five times larger than the previous campaign history.
     

 


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