SBC – 2sure Hand Sanitizer – Be2sure Campaign 2020

Challenge

  • In the wake of the 2020 COVID – 19 Lock down, consumers faced an imminent scarcity of hand sanitizers to protect themselves and limit the possibility of contracting the virus.
  • SBC needed to help consumers provide an efficient hand sanitizer that is both accessible and affordable pan Nigeria in the middle of the lock down

Actions

  • SBC created the 2SURE hand & Surface sanitizer to SOLVE a critrical need for Nigerians who could not access nor purchase an effective alcohol based sanitizer
  • Media Launch strategy focused on Digital (as lead), TV & radio to create mass awareness and education
  • Partnership with NCDC on their twitter handles and website giving daily updates
  • Campaign theme Be2Sure, Stop germs. Live well contents were deployed as educationals leveraging radio OAPs & influencers, Social Media
  • Online & Offline campaign integration by integrating radio jingles into Podcasts, work – out playlists, etc

Execution

  • Aunty 2SURE (the character developed for the campaign) became a household name in Lagos, Abuja & Port Harcourt within the first 13 weeks of launch.
  • 2Sure brand awareness grew from 0% to 60%+ and SOV of 70% in the category pan Nigeria in one year post launch.
  • The product was continuously sold out across modern trade and open markets.
  • SBC was perceived as the most innovative company
  • The success of the 2SURE hand & surface sanitizer led SBC to fully develop its Lifecare Division with the launch of 2SURE ANTIBACTERIAL SOAP, 2SURE DISHWASHING LIQUID, 2SURE HANDWASH, etc

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