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