Industry & Specialty
Health & Hygiene — a leading personal care brand offering antibacterial
protection and everyday hygiene solutions trusted by millions.
Services Provided
- Digital Out-of-Home (DOOH) Advertising
- Audience Targeting & Media Placement
- Fitness-Focused Creative Direction
- Campaign Execution & Monitoring
Situation
Dettol wanted to connect with a very specific and highly active audience:
gym-goers — people who train hard, sweat daily, and rely on
hygiene products that support their lifestyle.
The goal wasn’t mass visibility. It was contextual relevance.
Dettol needed to appear at the exact moment when its product felt essential:
post-workout, sweaty, and in need of a fresh start.
Dettol partnered with ALAN to deliver a campaign that reached gym-goers at
peak impact moments.
Solution & Approach
- Deployed 200+ digital screens across male and female gyms in Riyadh, Jeddah, and Dammam.
- Scheduled ad placements during peak training hours — mornings, evenings, and late nights.
- Designed bold, clean visuals that matched the gym atmosphere and stood out in high-energy spaces.
- Crafted fitness-relevant messaging such as “Train hard. Sweat smart. Stay fresh with Dettol.”
The result was a campaign that met people exactly where they were —
sweaty, tired, and ready to refresh.
Results
- Increased interest in Dettol’s personal care products
- Higher brand recall within gym and fitness environments
- Positive audience response to contextual, moment-based advertising
- Stronger positioning as the hygiene brand for active lifestyles
