COATS Gloves' protection campaign goes global after MY launch

COATS Gloves is keeping hands moisturised and protected in its latest campaign, "Care with every wear." 

"Care with every wear" aims to promote, educate and generate samplings of COATS Gloves that are designed to moisturise, protect and soothe the skin of users.

Targeting primarily healthcare workers, the campaign addresses other audiences who also have a need for protective wear such as those in F&B, aesthetics and life sciences industries. 

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The campaign focuses on showing the effects of using COATS Gloves in the brand commercial and user testimonial films before directing viewers to the campaign microsite to receive a free sample box. 

The brand film takes on a first-person perspective of a healthcare professional and a food industry professional. 

Viewers see how the condition of their hands worsen over time and how it affects their everyday life. They are later introduced to COATS Gloves and experience how their hands remain protected through every task. When the gloves are finally removed, the professionals have clean and nice hands. 

Meanwhile, the site serves as a hub to collect post-sampled user testimonials. A comprehensive digital focused media plan covering Meta, Google and other social media platforms were deployed for the campaign too. 

The campaign was done in collaboration with FCB Shout. The agency was appointed to handle both creative and media duties in 2023 following a pitch involving multiple agencies. 

First launched in May 2024 in Malaysia and Australia, the campaign is now launching globally in Europe. 

“It’s not every day we get to work on a large-scale global campaign, so this was as much a monumental milestone as it was a great learning experience for all of us at the agency," said Tjer, head of creative of FCB Shout. 

Tjer added that the biggest challenge for the agency was to create a campaign that would resonate well with a global audience, while using languages, talents and even the little communication and creative nuances that would be equally effective in Malaysia as well as in other parts of the world.

"Thankfully, the clients have been amazing in providing us with the support as well as the insights that we needed, and our production partners have been extremely professional in helping us bring this project to life," said Tjer. 

Health campaigns are not the easiest to execute, especially for a mass audience. Recently, Mediacorp’s weekly current affairs programme Talking Point launched a public awareness campaign on mental health starring Sesame Street character, Elmo.

The aim was for Elmo to kickstart a nationwide conversation by being the first to “check in” on Singaporeans, and for the video message to encourage viewers to be open about their emotions, a Mediacorp spokesperson said when MARKETING-INTERACTIVE reached out. 

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