Award-winning DAC Disinfectant campaign

Positioning DAC household cleaners as domestic health experts, the Doctor Endorsements campaign underlined the brand’s credibility by using the claim “Recommended by 1000’s of doctors across the GCC”. The 360 degree campaign was effectively rolled out in 2011 with an impressive outcome: Apart from achieving significant increase in market shares, the trustworthy brand imagery score also increased in the entire Middle East and North Africa (MENA) region.

“To strengthen the consumers’ emotional engagement towards DAC, we gained approval from over 1,000 registered doctors and built a campaign around the endorsement message ‘Recommended by 1000’s of Doctors across the GCC’,” said Adeel Ansari, Senior Brand Manager for Hard Surface Cleaners at Henkel in GCC. “Furthermore, we developed brand content for TV tutorials: In each episode the protagonist, Dr Ameera, visits housewives and offers practical advice to demonstrate DAC’s superior strength. Finally, we also transformed DAC’s ambassador Dr Nouf into a virtual doctor through an interactive blog online, which received frequent visits from our Facebook fans and people from the region, in search of specific solutions for domestic health and hygiene-related issues.”

The campaign was built on the strong brand history of DAC as a reliable and essential household detergent for many homes across the GCC. Since 2006, DAC Disinfectant has been endorsed successfully by Saudi German Hospital, with its logo being printed on all labels till date.

About Dubai Lynx 2012
The Dubai Lynx Awards recognize the region’s best work in advertising in 16 categories as a part of the Cannes Lions International Festival of Creativity. The winners are voted by a jury made up of international communication experts. The 2012 award ceremony took place at the Dubai International Advertising Festival, a meeting place for the Middle East and North Africa region (MENA) advertising and communication industry, holding for the fifth time this year.