To capture the imagination of the world's biggest nation, we need a pretty spectacular event to do so. Dettol sponsored the 'Great Trek Home' in the biggest migration on earth: Chinese New Year - travel which moves 300 million people back to their home towns for family reunions.

Chinese travellers could win a free ticket home online, the most prized commodity at that time of year; they could even get a taxi to their front door so they were least affected by germs during travel. Thousands more could get a free shuttle bus and hygiene care by Dettol; all people could easily access travel hygiene tips from Dettol SNS.

Dettol's 'Great Trek Home' was widely covered by national and local media; it generated TV reports across the nation including the most influential CCTV News. The media value earned was far higher than the total paid media budget; sales in that period also increased by 47% year on year.