The new activation exercise introduced by promoters of Harpic, a home care brand from the stable of Reckitt Benckiser, to visit consumers at home, is beginning to yield result. The initiative is in line with its new campaign to storm streets and markets in Lagos to connect and reward consumers for their loyalty.
Reinforcing its triple-powered impact for toilet solution via the new campaign tagged ‘Harpic All in One Toilet Solution’; the brand led by her brand ambassador, Helen Paul thrilled consumers with Mystery Home visits and rewards across various markets and neighborhoods in Lagos and its environs.
During the Home Mystery visits, a total of twenty five consumers were rewarded with varieties of home appliances at Abesan Estate Ipaja, Ogba/Ijaye Estate, Jakande Estate, Isolo; Amuwo-Odofin Estate, Mile 2 and Dolphin Estate.
The market reward also saw three wholesalers and two retailers at each location rewarded. The markets located at Oke-Arin, Mushin, Agege, Trade Fair and Ikotun areas of the state welcomed the Harpic team enthusiastically.
“I was so surprised when I saw Helen Paul knocking at my door. Getting a gift from her is something Iwill never forget and I am still surprised this happened for real. I’m a user of Harpic and I want to thank the company for the gift”, said Ojo Faith, a resident of Amuwo-Odofin who was one of the lucky winners.
Another lucky winner, AjibadeOluwafunke thanked Harpic for the exciting moment she had to spend with the brand ambassador. She also commended the brand for their consistency and frequent awareness on hygiene. “When it comes to issues of toilet cleanliness and hygiene, Harpic has been so educative and informative about this and I so much appreciate them. That is why I now use their product”, she revealed.
Consumers from other neighbourhoods like Abesan Estate Ipaja, Jakande Estate Isolo, Ogba-Ijaiye EstateAgege, Dolphin Estate Obalende andAmuwo-Odofin Housing Estate expressed similar sentiments. They commended the brand for the creative way it has brought issues regarding toilet to the front burner.
“Nobody likes to talk about toilet, but Harpic has made it so easy now that we can talk about it openly. That to me is the way to go because we have to take hygiene serious. The government was able to contain Ebola because the citizens were properly educated about hygiene which is top most in Harpic’s campaign,” says Mrs. Esther Tella at Abesan Estate, Ipaja.
Osinaga Adedolapo, on her part also commended the brand, especially its choice of brand ambassador whom she described as being down to earth. She said she has been a regular user of Harpic over the years because “the company is serious about hygiene and takes public enlightenment serious.”
According to the Marketing Director of Reckitt Benckiser, West Africa, Oguzhan Silivrili the main goal of the new campaign was to enlighten consumers on the superiority of Harpic over traditional toilet cleaning methods.
“We know that consumers want products that can remove tough stains, kill germs and make their toilets fresh. This is why you see some people buying detergent, bleach and toilet fresheners for their toilet. This campaign is good news to such consumers. They will now realize they can conserve their cash for other things since they do not need to buy three different products for their toilets. Now, they can get all they need in one product- Harpic”, he said.
Silivrili explained further that the rationale behind the choice of Helen Paul as Brand Ambassador. He said: “we place strong premium on the importance of educating and informing our consumers so we had to dig deep and based on consumer preferences through research to identify a special celebrity whose character is congruent with our brand.