A Handwashing Superhero in Pakistan

P&G's Commander Safeguard Flexes Muscle in Experiential Media Effort

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Brand: Safeguard
Brand owner: Procter & Gamble
Category: Household Goods
Date: January-December 2005
Country: Pakistan
Media Agency: MediaCom

The power of experiential marketing is something that agencies are well aware of. While such techniques are generally deemed novel in countries such as the U.K. or the U.S., they are far more common in others.

This campaign for Procter & Gamble's antibacterial product Safeguard illustrates just how sophisticated and all encompassing the experiential approach can be.
Pakistan's hygienic superhero.
Pakistan's hygienic superhero.

The brand needed to get back on top of the pile in Pakistan after an influx of competitive brands in the home cleaning sector.

The answer was a superhero, Commander Safeguard, who would position the brand as the hygiene hero of Pakistan. He would reassure mothers as well as wow their children via a health education program.

The media challenge for the Captain was to be everywhere the kids were. He was in their schools on Safeguard-led health days, and he starred in 15-minute animated hygiene tutorials -- Pakistan's first 3-D cartoon.

He had his own cartoon storybook and had appeared on TV, in the pages of kid-friendly magazines and in the cartoon sections of newspapers. TV brought his wisdom and reassurance to moms while the involvement of two nonprofit health organizations gave the campaign and the school events greater credibility.

During the year, Commander Safeguard personally met 2 million kids in a quarter of the nation's urban schools and reached 85% of the target outside schools.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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