Domex is a popular toilet cleaner brand in India, driving the purpose of safeguarding people from germs & viruses. Given the grave covid catastrophe in India, it pivoted from being a toilet cleaner brand to venturing into a new category, the disinfection category. Domex’s disinfection range claimed the superiority of disinfecting 99.9% of coronavirus from floors & surfaces. The brand objective was to drive awareness and build credibility in this new category, in a way that brought alive its purpose.

With several new players in the disinfection category and disinfection being the need of the hour, it was important to grab the consumer’s attention and to do it with a touch of reassurance.

In the pandemic, the world’s busiest railways network – The Mumbai local, came to a standstill. These trains ferry about 8Million people daily, = population of New York city. With these locals resuming, the fear was pulling back those who had to commute for a daily wage.

Thus, Domex decided to disinfect 5 busiest stations of Mumbai for 18 hrs/ day. But that was not enough. People could only feel safe when they knew how recently the stations were disinfected.

The spare time while commuting meant higher screen-time on mobiles. Leveraging this media insight, we introduced a nudging safety net for commuters at the stations being disinfected- The Domex Disinfection Alert System (DAS). For the first time, we used polygon mapping and a time-based programmatic approach to target these commuters with personalized messages in real-time, with reassuring messages of when exactly the station was last disinfected (20mins ago, 10mins

Domex has always targeted female homemakers to get her to ‘buy’ the product. However, to ensure the safety of essential travelers at the stations, the targeting boundaries had to be washed off.

Conventionally, Domex relies on traditional media to reach households. However, to prove its superior disinfection, Domex had to act to on its claim. But simply disinfecting stations was not enough to drive brand awareness. We had to nudge the consumer at the right moment.

So, the strategy was to activate Domex’s purpose of superior disinfection on-ground and communicate it via real-time safety nudges to drive efficacy for its claim. The on-ground team disinfecting the station had to enable and facilitate real-time inputs on to the database to drive this automated response. Commuters were targeted with precision and sharp personalization, moving a step beyond real-time communication. This execution helped them ‘feel’ safe, beyond just ‘keeping’ them safe on-ground.

Domex’s DAS became a first of its kind real-time, reassuring, ad-seeding network.

1. Cohort formation:

--Polygon-targeting: GPS signals of commuters were mapped to create the polygon. They were traced to be within the cartesian boundary conditions of the station’s peripheries. This had precision level of upto ~10m.

--App-fencing: The targeted cohort was segmented based on people using 100K+ apps being consumed at the stations

2. Tracing time-triggered alerts:

--API data-sourcing: An API feed was created where inputs from the on-ground team were inserted in real-time. This central database consistently sourced sanitization timestamps for all stations.

--Backward time-tracing: The automated API tracked the difference in time of disinfection against the present time to give the calculated final creative.

3. Location & time data integration:

--A pathway fused the LAT/LONG SIGNALS from smartphones with live incoming API feed of when the station was last disinfected, which disseminated accurate information to the commuter.

5 Million people across these stations were served with a personalized time-triggered creative which made them ‘feel safe’. DAS not only created a touch of reassurance for all the commuters but also presented an efficient click to purchase for the brand.

- Covered across leading digital publishers of India, TV as well as radio channels in India

- Delivered 5.8 Mn impressions across the stations

- 350,000 people clicked the time-targeted ad at these stations

- CTR 3X of industry standards at 5% compared to 1-1.5%

- Domex’s Top of Mind Recall saw an uplift of 200 BPS

The glory of the campaign came alive when consumers at the station stated that they ‘felt safer in their journey’, ‘someone was taking care of them’, ‘it was a great initiative to bring Mumbai back on track’.