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BRAND 

Goodknight, B2C

AGENCY

Wunderman Thompson, India

BRAND CONTEXT

Goodknight is a leading brand for household insecticides in India (similar to OFF! in Canada). Liquid Vaporizers are its key selling format.

 

MARKET CONTEXT

In 2015, despite the exponential rise of mosquito borne diseases, strangely the average consumption of Household Insecticides was stagnating. Consumers believed mosquitoes only bite in the evenings and hence, refrained from using mosquito repellents during the day.

THE CHALLENGE

Increase household consumption of Goodknight despite Indians being shackled by myths & cultural behavior.

THE INSIGHT

90% Indians were unaware that Dengue-carrying Aedes mosquito primarily bites during daytime – Client study.

THE STRATEGY: 

Initiate a change in consumer usage behavior by making Goodknight an integral part of Mornings by spreading awareness about daytime mosquitoes.

THE EXECUTION: 

Creative Expression – #SubahBoloGoodknight (Translated - Say Goodknight every Morning).

Integrated communication campaign using Social & Mass Media.

Kickstarted with a Digital teaser film - Through a quirky execution, consumers were asked to guess who entered a normal household early in the morning. This initiated a lot of UGC interaction and the answer was revealed through a Digital revealer film which solved the mystery that the unexpected guest was the Aedes mosquito and educated consumers about daytime mosquito repellent usage.

THE RESULTS: 

  • From a household consumption that was almost stagnant, the growth rate of consumption of Goodknight vaporizers increased 8X

  • #SubahBoloGoodknight was the No.1 trending # on Twitter in India. The launch & teaser videos received over 2 million views within the first few days

  • Winner at Effie India – Bronze: Consumer Products (Others)

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