A home work on "The best advertisement that I have ever seen"

Course: Principles of Marketing (104)

Submitted to

Name: Mrs. Tahmina Khanam

Designation: Assistant Professor

Department of Management

Faculty of Business Studies

University of Dhaka

Submitted by

Name: Ayesha Akter Zinnia

ID: 136

Section: B

BBA Program (26th batch)

Department of Management

Faculty of Business Studies

University of Dhaka

Date of submission: 25th May 2021

Advertisement: Advertising is a marketing tactic involving paying for space to promote a
product, service, or cause. The actual promotional messages are called advertisements, or ads for
short. The goal of advertising is to reach people most likely to be willing to pay for a company's
products or services and encourage them to buy.

The best advertisement I have ever seen: About four years ago, I watched an advertisement
created by 'Lifebuoy Bangladesh.' Actually the and was based on a true story of a boy named
Turjo Ahmed who is a Lifebuoy lifesaver volunteer.

In the advertisement, the boy tells the story himself. The boy used to live with his family in a
village of Bangladesh. He had a little sister. When the sister was two years old, she died of
diarrhoea.

Diarrhoea is characterized by loose, watery stools or a frequent need to have a bowel movement.
Diarrhoea can be acute or chronic. Diarrhoea is a result of a viral or bacterial infection.

Many children of that village died of diarrhoea then. After few years, Turjo found out the
importance of hygiene in a way by joining Lifebuoy campaign. He started working as a Lifebuoy
lifesaver volunteer. He went to his village school and taught the students about importance of
hygiene and washing hands. He keeps doing his job, creating awareness among mass people so
that they can live a healthy life.

Here are some screenshots from the advertisement-

1. Message: The message of the advertisement was " YOU COULD HELP SAVE A BABY'S
LIFE.

It's made in order to create awareness and healthy hygienic habits among mass people.

Over 45,000 under-five children die every year in Bangladesh from diarrhoea caused by
contaminated water, says a report of World Health Organization. Lifebuoy is on a mission. A
lifesaving mission to spread the importance of good hand washing habits around the world.

2. Objective: As the world's leading health soap, Lifebuoy aims to make a difference by creating
accessible hygiene products and promoting healthy hygiene habits. With this in mind Lifebuoy
aims to change the hand washing behaviour of one billion people. By 2015 the Lifebuoy brand
aims to change hygiene behaviour of one billion people in Asia, Africa and Latin America by
promoting the benefits of hand washing with soap at key occasions, Thereby helping to reduce
respiratory infections and diarrhoeal disease, world's two biggest causes of child mortality.

Lifebuoy's purpose is to save lives and help parents ensure their children fall sick a little less
often. Our goal: by 2020, Lifebuoy aims to change the hygiene behaviour of 1 billion people
across Asia, Africa and Latin America by promoting the benefits of hand washing with soap at
key times.
3. Effectiveness: Advertising effectiveness refers to an evaluation of the extent to which a
specific advertisement or advertising campaign meets the objectives specified by the client.
There is a wide variety of approaches to evaluation, including brand preference measures,
inquiry tests, recall tests, and market tests.

According to me the advertisement was very effective. It was really well executed, educative and
emotional.

This is actually similar to real situation of Bangladesh village people. Over 45,000 under-five
children die every year in Bangladesh from diarrhea caused by contaminated water, says a report
of World Health Organization.In Bangladesh, the population living below the national poverty
line dropped to 20.5% in 2019 from 24.3% in 2016. In Bangladesh, the proportion of employed
population below $1.90 purchasing power parity a day is 5.6% in 2019. Most of the village
people are unaware of the importance of hygiene and how to lead a healthy life. They often drink
uncleaned water. They don't know the importance of hand washing. And because of these
reasons a lot of people specially children die of diarrhoea and other diseases every year.

This advertisement was based on a true story which is heart touching and educative. After
watching this advertisement, a lot of people might be careful specially those who have newborn
babies. It's not just a advertisement. It's a true story of some people's life.

4. Return on investment: Return on investment is a performance measure used to evaluate the

efficiency or profitability of an investment or compare the efficiency of a number of different
investments. Return on investment tries to directly measure the amount of return on a particular
investment, relative to the investment’s cost.

The Adaptive Data Lighthouse, a campaign by Mind share for Lifebuoy, the Hindustan Unilever-
owned soap, has won the Grand Prix in the Best Use of Data category in the 2018 WARC Media
Awards.

The Adaptive Data Lighthouse is a data-led infection alert system that saw the brand cleaning up
a lot of raw unstructured data and making disjointed data sets talk to each other in order to build
an end-to-end data pipeline of reported diseases that updated in real time.

Based on the weekly alert inflection point for each sub-district, Lifebuoy then created
customized messages for each of 21 communicable diseases, activating a mobile-based outbound
call to consumers warning that, for example, diarrhoea was spreading and advising people to
have only boiled water and cooked food and to wash their hands (with Lifebuoy) before eating.

The Best Use of Data category recognizes the role of data in an effective communications
strategy. In addition to the Grand Prix, four Golds, three Silvers and four Bronzes were awarded
alongside three Special Awards.
Partnerships with leading telecoms players resulted in 8 million calls a week being dialed to 60
relevant sub-districts across Uttar Pradesh and Bihar states, resulting in a drop of 178,000 in
cases of the deadliest diseases during the campaign period.

At the same time, rural market share climbed by 39 bps in UP while rural brand penetration
increases by 130 bps in Bihar.

The Data-Driven Insight Award went to a UK campaign by Manning Gottlieb OMD for Virgin
Trains, which used the Sky AdSmart platform to reach ‘hot spots’ (the most promising
audiences) through TV ads, plus radio and DOOH to target travel ‘hell spots’ (the worst car
journeys based on Google travel data). This resulted in increased consideration and preference,
more journeys and higher revenues. An Asia-wide campaign by PHD Singapore for SAP won
the Personalisation Award.

5. Product name: The name of the product is "Lifebuoy Soap"

Lifebuoy started with William Lever's goal to stop cholera in Victorian England. Over the past
century, it has evolved into the world's #1 selling germs protection soap and a worldwide leader
bringing better health and hygiene to billions. It was introduced by Lever Brothers in 1895 in the
United Kingdom. Originally a carbolic soap containing phenol, different varieties were later
introduced without the medicinal carbolic smell, such as the coral-coloured Lifebuoy during the
late 1950s and Lifebuoy Minty Refresher in 1966.

Lifebuoy is a brand of soap marketed by Unilever. Lifebuoy was originally, and for much of its
history, a carbolic soap containing phenol. The soaps manufactured today under the Lifebuoy
brand do not contain phenol. Currently, there are many variants of Lifebuoy.

Similarly, the lifebuoy soap 125g price is Rs 28 but one can get the lifebuoy soaps at a much
lower rate online at bigbasket that offers a vast array of Lifebuoy products to choose from along
with attractive deals and discounts.

William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap. Lever
discovered carbolic acid as he sought the perfect formula for soap that could combat germs and
still be affordable to everyone.

Lifebuoy is the world's number one hygiene soap brand1, sold in nearly 60 countries. Through
the Lifebuoy brand, it aims to make a difference by creating quality, affordable products and
promoting healthy hygiene habits. Its goal is to help 1 billion people around the world improve
their hygiene behaviour by 2020.