The campaign cleverly combined mobile technology with real-time weather information from accuweather.com to score a win of epic proportions. Lifebuoy created three different messages for rainy, cloudy, and sunny, each with a reminder to protect themselves from germs by using a Lifebuoy sub-brand. Geo-targeting meant Lifebuoy reached the right audience in a way TV or print would not be able to replicate. In the process, we examined click-through-rate to ensure that ads were targeted effectively. Poorly performing ads were replaced with those that had higher click through rates, while locations of successful ads were followed up with more budget.

With Indonesians finding the campaign both interesting and useful, we achieved target metrics, even exceeding the aimed for click-through-rate of 1%. The total number of impressions exceeded 17 million with an average CTR of 1.4%, a two-year-high across all Lifebuoy mobile campaigns. Lifebuoy set an example for all similar future mobile ad campaigns and in the process learnt just how effective location and weather-triggered targeting can be. The campaign also provided an impetus for further use of innovative technology, as it strengthened Lifebuoy’s position as the brand that can protect consumers from disease when they are most vulnerable...as weather changes.