Dettol builds brand loyalty with consumer reward

Following a month-long campaign to raise the awareness of its consumers on the price reduction of its product and to reinforce the brand’s market leadership in the health and hygiene segment, anti-germs protection soap, Dettol, recently presented a brand new Kia Rio car to Doyin Rebecca Ntosi, the star prize winner of its Price Awareness Mobile Activation (PAMA) campaign.

At a ceremony in Ikeja, Lagos, where the presentation took place, Oguzhan Silivrili, the marketing director for West Africa, Reckitt Benckiser, said the promotion reaffirmed Dettol’s commitment to give back to society.

He said the reduction in the price of Dettol soap was part of initiatives to make Dettol more affordable for Nigerians in line with the company’s conviction that good health was an inalienable right of everyone, saying “we want to make Dettol more affordable for everybody because we don’t believe that health is a privilege for Nigerians.’’

Silivrili added that the campaign, which coincided with the commemoration of the 50-year presence of Dettol in the Nigerian market, was also in recognition of the loyalty of Nigerian customers to the brand.

Silivrili said “this promotion demonstrates our resolve to build stronger relationship with our cherished consumers in Nigeria as we continue to provide them with innovative products that meet their needs and aspiration.’’

Doyin Ntosi, the lucky winner, from Abia State, who was represented by her husband Kingsley, expressed joy at being the proud owner of a brand new car, which she said was the first car to be owned by her family.

She expressed her gratitude to Dettol and Reckitt Benckiser for rewarding consumers and for fulfilling their promise, while describing the campaign as another good testimonial of Dettol’s innovation and leadership during its 50-year presence in Nigeria.

‘‘We thank God and Dettol for this great gift. We are excited, our joy knows no bound,’’ the husband said.

The campaign, which was launched to raise consumers’ awareness of the reduction in the price of Dettol Soap from N120 to N100, lasted for a month with approximately 320 million short message services (SMS) sent to over 40 million MTN subscribers informing them of the price change.

The messages also prompted them to play the Dettol mobile quiz, an interactive SMS-based game purposely designed to gauge their awareness of the price change and knowledge of the brand Dettol. Over 700,000 people participated.

Weekly prizes were also given to eight lucky consumers who qualified for the weekly nationwide draw after successfully answering three questions. The winners who emerged from across Nigerian cities such as Lagos, Abuja, Kaduna, Calabar, Port Harcourt, Enugu and Anambra, received prizes ranging from iPad 3, Galaxy Note 2, Galaxy Tab 3, iPhone 5C and S, recharge cards, power generating sets as well as the grand prize, a brand new Kia Rio.

Also present at the car presentation ceremony were Tolulope Olaoye, the brand manager, Dettol, and Omotola Bamigbaiye-Elatuyi, the marketing and activation lead, West Africa, Reckitt Benckiser.

OLUSEGUN ABISOYE