Lifebuoy, a trusted name in hygiene, aimed to effectively demonstrate their claim of eliminating 99% of germs compared to competitor soaps. Since germs are invisible to the naked eye, they are often overlooked in daily hygiene routines. Lifebuoy wanted an interactive and convincing solution that would not only show visible dirt removal but also highlight their soap’s ability to tackle invisible germs that regular washes may leave behind.
The goal was to provide a science-backed visual demonstration to consumers, reinforcing the effectiveness of Lifebuoy and differentiating it from competitors.
USP’s Contribution
To address these requirements, USP Solutions developed an innovative demo card that combined two advanced technologies to vividly illustrate the superiority of Lifebuoy soap:
- Wipe Off Technology demonstrated dirt removal, showing that both Lifebuoy and competitor products performed equally in cleaning visible dirt.
- Dark Spot Demo Technology revealed the true difference under UV light, where the area treated with Lifebuoy soap showed minimal residual germs (only 1%), while the area treated with competitor soap revealed invisible germs still present.
This interactive demo offered a compelling visual experience, making Lifebuoy’s claim of eliminating 99% of germs both believable and impactful.
How It Worked
- Side-by-Side Comparison:
- A demo card was treated with Lifebuoy soap on one side and a competitor’s soap on the other.
- Using Wipe Off Technology, both sides showed effective visible dirt removal.
- UV Light Analysis:
- When exposed to UV light, the Lifebuoy-treated side displayed how deeply it cleaned, with only 1% of germs remaining.
- The competitor-treated side, however, still showed significant traces of invisible germs, proving Lifebuoy’s superior germ protection.
- Consumer Engagement:
- This hands-on demonstration allowed consumers to see the invisible germ difference firsthand, reinforcing trust in Lifebuoy’s efficacy.
Impact
The demo card became a key tool for Lifebuoy’s marketing strategy in the United Arab Emirates, effectively communicating the brand’s germ-killing claim. The powerful and believable demonstration not only educated consumers but also enhanced their trust in Lifebuoy, leading to increased brand loyalty and sales.