The Bat.Bowl.Dettol. cricket campaign from Reckitt has won the Cartology Campaign of the Year in Woolworths’ annual supplier awards.
Dettol’s campaign was selected from finalists Gatorade, Ben & Jerry's and Boundary Bend/Cobram Estate, with judging based on use of customer insights, strategic employment of Cartology’s media ecosystem and campaign results demonstrating clear customer impact.
Dettol and Reckitt - the makers of Dettol - took out the award in partnership with Cricket Australia which saw the Summer Test scores updated live across 650 digital screens positioned at the entry point to Woolworths supermarkets.
Leveraging customer insights to determine channel selection, the omnichannel campaign focused on key touchpoints in the customer journey including dynamic digital display, catalogue, an eDM takeover and online branded shop, where a dedicated destination page was developed on woolworths.com.au.
The January 2021 campaign saw a record uplift in sales for Dettol products, with over 50% of sales driven by new-to-brand customers. The digital screen execution reached 5.7 million customers as they entered Woolworths stores around the country.
The activation was designed to drive talkability and excitement around Dettol’s partnership with Cricket Australia as the major sponsor of 2020/2021 Summer Cricket. Dettol also gave back through the partnership, donating $150,000 to the Junior Blasters Cricket Clubs of Australia.
Cartology managing director Mike Tyquin: “Looking back over the course of the year, we’ve seen extraordinary growth in the number of campaigns we’re delivering for our partners.
“And with this growth, we’re seeing an increased sophistication in the use of our platforms which has been reflected in the award contenders.
“The Dettol campaign brought to life our customer first ethos, delivering utility through live cricket scores that coupled Australians’ love for the game, with a highly relevant post-pandemic product.
“This best-in-class execution shows the impact of smart creative, supported by customer insights to deliver informed channel selection which fully leverages the potential of our ecosystem to drive real customer impact in the moments that matter most.”
Dettol Team Leader - Woolworths, Steve Jenkins: “The ‘Bat. Bowl. Dettol.’ cricket campaign is an example of what true partnership can deliver.
“There was strong engagement and collaboration across Reckitt, Cartology and the Woolworths team which led to highly integrated plans delivering fantastic results.
“We look forward to continuing to grow the partnership in 2022 and can’t wait to build on the success.”
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