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
