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  • SUB CATEGORY :
    AMBIENT: SMALL SCALE
  • ENTRANT COMPANY :
    VML INDONESIA, JAKARTA
  • TITLE :
    VASELINE SUNITIZER
  • BRAND :
    VASELINE
  • ADVERTISER :
    UNILEVER INDONESIA
  • AGENCY :
    VML, JAKARTA
  • CHIEF STRATEGY OFFICER :
    ADAM THURLAND
  • CHIEF EXECUTIVE OFFICER :
    SAMIR GUPTE
  • GLOBAL CHIEF CREATIVE OFFICER INNOVATION :
    BAS KORSTEN
  • GLOBAL CHIEF CREATIVE OFFICER :
    DEBBIE VANDEVEN
  • DEPUTY GLOBAL CHIEF CREATIVE OFFICER :
    RAFAEL PITANGUY
  • CHIEF CREATIVE OFFICER APAC :
    PAUL NAGY
  • EXECUTIVE CREATIVE DIRECTOR :
    MARK VERHAGEN/MEHDI LAMLOUM
  • ASSOCIATE CREATIVE DIRECTOR :
    INTAN WANGGE
  • CREATIVE GROUP HEAD :
    ANGGIYANDRA RAHMADANTI
  • ART DIRECTOR :
    VANILLA FOLIA/CLARA CHRISTIANI/MARK VERHAGEN/
    MEHDI LAMLOUM
  • COPYWRITER :
    NIKITA PURNAMA/MARK VERHAGEN/MEHDI LAMLOUM
  • EXECUTIVE PRODUCER :
    CINDY AGUSTIA
  • AGENCY PRODUCER :
    RACHMADI INDIAWAN
  • PROJECT MANAGER :
    MONIQUE F
  • DESIGNER :
    ANNISA SHOFIA/LAURENCIA CLARIBEL
  • ANIMATOR SPECIAL EFFECTS :
    EKO PRIYANTO
  • HEAD OF OPERATIONS :
    KANYALIA F
  • CLIENT SERVICE DIRECTOR :
    PRANAB KUMAR
  • SENIOR ACCOUNT MANAGER :
    KHUSHBU SAMTANI
  • SENIOR ACCOUNT EXECUTIVE :
    CARMELIA DARMA
  • ASSOCIATE STRATEGY DIRECTOR :
    MICHAEL PURNAMA
  • SENIOR STRATEGIST :
    KHAIRA CHANDRA
  • SOCIAL MEDIA & CONTENT DIRECTOR :
    FINKA A
  • SOCIAL MEDIA MANAGER :
    VIRGINA N
  • POST-PRODUCTION COMPANY :
    THE ROYALE & CO., JAKARTA
  • SOUND PRODUCTION COMPANY :
    SPARKLING STUDIO, JAKARTA
  • CAMPAIGN SUMMARY :
    Located on the equator, Indonesia's UV Index has reached High Risk-Extreme level, making Indonesians more prone to skin cancer. The simplest way to prevent this, as dermatologists suggest, is to apply & reapply sunscreen, such as Vaseline sunscreen lotion with SPF, every time they go out under the sun. But, the habit of applying, let alone reapplying, sunscreen on skin hasn't yet been adopted among Indonesians.

    Vaseline then introduced the Sunitizer, as a way to replace an old habit with a new one. We collected unused & abandoned hand sanitizer dispensers from Covid era at building entrances, cleaned & refilled them with Vaseline SPF Sunscreen, gave them a new look, placed them at building exits to encourage people to apply & reapply Vaseline sunscreen to protect their skin. Alongside this, it became a perfect, non-invasive, sampling campaign that changed perceptions of sunscreen as thick & uncomfortable.

    We successfully created word-of-mouth about UV exposure with many consumers expressing the adoption of new habits in social media posts and breaking the stigma surrounding sunscreen usage in general.

    The successful pilot campaign led to the brand's commitment to continue upcycling hand sanitizers in multiple cities across Indonesia for the period of 1 year.
  • CREATIVITY/IDEA/INSIGHT :
    The Sunitizer - Replacing an old habit, with a new one. We collected unused and forgotten hand sanitizer dispensers at building entrances, then we cleaned and refilled them with Vaseline Sunscreen, giving them a fresh new look, so that every time they left a building, they were encouraged to apply (and reapply) to protect their skin before going outside. Alongside this, the dispensers became the perfect, non-invasive, sampling campaign, that would help us change perceptions of sunscreen as thick and uncomfortable.
  • STRATEGY :
    We needed to show consumers that generally live and work indoors, that sunscreen is necessary (even if you are not going to the beach). In order to do this, there were two key challenges to overcome:
    1. We needed to seek ways to disrupt current behavior in order to create habit.
    2. Allow for easy sampling of the product in order to change perceptions of sunscreen as sticky and uncomfortable.

    Insight: During Covid, Indonesians rapidly got into the habit of sanitizing their hands before or after any activity. Sanitizer dispensers became ubiquitous at the entrance to all buildings, helping to ingrain the habit.

    The Strategy:
    Get: People
    Who: Don’t feel the need to apply sunscreen regularly and perceive sunscreen as an annoyanceTo: Apply sunscreen every time they go outside
    By: Disrupting the moments when they leave the shade (buildings) and walk out into the sun.
  • EXECUTION :
    Vaseline Sunitizer is made from up-cycled abandoned hand sanitizer dispensers.

    After collecting the unused ones, the Vaseline team cleaned and refilled them with Vaseline SPF sunscreen. With a simple rebranding, the brand then reinstalled them back at the original locations. However, instead of facing outward, they were placed facing inward to protect people when they go outdoors.

    Each Sunitizer featured a QR code leading to Sunitizer landing page of the Vaseline website. Here, people can learn more about sun protection protocol and how to prevent UV exposure, alongside direct links to purchase the product for themselves on Ecommerce.

    Vaseline Sunitizers are now placed at various office buildings, tourist areas, and other public places.

    An Influencer campaign was used to spread the word.

    Furthermore, the brand has committed to create more Sunitizers throughout Indonesia to educate and provide skin protection to all Indonesians.
  • RESULT :
    Vaseline Sunitizer successfully created word-of-mouth on the topic of UV exposure, with many consumers expressing the adoption of new habits in social media posts and breaking the stigma surrounding sunscreen usage in general.

    More than 32% people when surveyed about using the Suntizers at the respective building/public space/hotel entrance, responded that they actively use it and another 27% saying that they have used it at least once.
    And more than 52% of people who used it at least once confirmed that they will continue using Sunscreen.

    The client has committed to continue the up-cycling of hand sanitizers and placing them in areas with high footfall in multiple cities throughout Indonesia in 2024/25.