Hygiene brand, Dettol, has won Cartology Campaign of the Year for its ‘Bat. Bowl. Dettol.’ Cricket campaign, at Woolworth’s annual supplier awards.
The awards recognise the best FMCG brands and the ways they’ve shaped categories and customer experiences over the past year.
Dettol and Reckitt – the makers of Dettol – were resounding winners for their ‘Bat. Bowl. Dettol.’ campaign in which Summer Test scores were live updated across 650 digital screens positioned at Woolworths Supermarket entrances.
“The ‘Bat. Bowl. Dettol.’ cricket campaign is an example of what true partnership can deliver,” said Dettol team leader at Woolworths, Steve Jenkins.
“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.”
Entrants were judged on their customer insights use, strategic employment of Cartology’s media ecosystem, and campaign results which demonstrate clear effectiveness on customers.
‘Bat. Bowl. Dettol.’ beat stiff competition from fellow-finalists, Gatorade, Ben & Jerry’s, and Boundary Bend/Cobram Estate.
Following its January 2021 introduction, the campaign saw a record uplift in sales for Dettol products, with over 50 per cent of sales driven by new-to-brand customers.
“Looking back over the course of the year, we’ve seen extraordinary growth in the number of campaigns we’re delivering for our partners,” said Cartology managing director, Mike Tyquin.
“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.”
