The 100 second freeze at the DAWN Lifestyle Exhibition was an excellent marketing gimmick applied by P&G. Being in the field I usually find marketing activities of interest and try to apply them to my own clients. The freeze was one of those rare ideas which I found to be fresh and very effective in getting the message across.
When I walked in I saw a lot of children wearing blue Safeguard branded t-shirts and I thought it was one of those run-of-the-mill ideas. However only a few minutes later two of this children right in front of my stopped mid-walk and froze – it took me a few seconds to realize what was happening and I realized that almost a 100 kids had frozen in action. The sight was really great for electronic coverage but a good photographer will be able to capture the same as well. The freeze was for a 100 seconds keeping with the theme of 100 days – 100 schools and the safeguard anthem put a nice spin to it.
I think it was a very innovative and strategically staged activity. The event highlighted the “Stop, Think and Buy” slogan Safeguard has been working with for their campaign, encouraging Pakistanis to stop and think about those sectors of society who do not have access to proper hand washing and toilet facilities. I believe this activity urged people to think about taking a few moments to think about what the brand is proposing. An admirable initiative on the whole!
