MITX - Massachusetts Innovation & Technology Exchange


May, 2013

Genuine's Lysol Power & Free Facebook Application Awarded 19th Annual Communicator Awards

Genuine , a Boston-based full-service digital agency, was awarded a 2013 Silver Award of Distinction under the Interactive Multimedia for gaming/gaming related category in the 19th Annual Communicator Awards. The Power & Free New Era of Clean Challenge was created to promote Lysol's new line of cleaning products that cleaned with a hydrogen peroxide formula instead of the harshness of bleach.

The Lysol Power & Free New Era of Clean Challenge received the Award of Distinction for the interactive experience of gaming to promote a product, news, or tips/advice. Genuine's Facebook application helped Lysol improve engagement between its brand and its target consumers, ultimately helping to increase sales of its new product.

Lysol Power & Free New Era of Clean Challenge resulted in 78,000 game starts in the Facebook application, with a 75 percent game completion rate. Of the 69 percent of users who completed the game, they also downloaded a coupon for the Power & Free product line. Genuine's collaboration with other partner agencies for Lysol in the Power & Free digital campaign helped boost Lysol sales by 30 percent.

"Genuine created a Facebook experience that went beyond our expectations. Our goal is to establish a more emotional connection between digital Moms and the Lysol brand," says Lysol's Marketing Director, Gregory Chabidon. "Genuine accomplished this through the Lysol Power & Free New Era of Clean Challenge, which was interactive, engaging and provided relevant content for digital Moms to share with other Moms."

"By tapping into Moms' digital needs and key social habits, Genuine promotes Lysol's product benefits in ways they enjoy," says Chris Pape, executive creative director of Genuine. "And that leads Moms to be naturally inclined to share with their network. This Facebook application teaches consumers about Lysol's products through interaction and engagement based on their natural social habits."

Genuine's submission of the Lysol Power & Free New Era of Clean Challenge in the 19th Annual Communicators Award was among 6,000+ entries from across the US and around the world. Entries were judged by the International Academy of Visual Arts, a 600+ member organization of leading professionals from various disciplines of the visual arts. Genuine provides digital strategy, web design and development, mobile, social media, analytics, innovative technology services, and an in-house studio to engage audiences across all digital channels. For more information about Genuine, or contact Genuine at


About Genuine

Genuine is a digital agency that provides digital strategy, web design and development, mobile, social media, analytics, innovative technology services, and an in-house studio to engage audiences across all digital channels. The independent full service agency is known for successfully combining business goals and engagement strategies to create game-changing digital experiences for its clients. Genuine is based in Boston, Mass. For more information, visit and follow @WeAreGenuine.

About Reckitt Benckiser

Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Since 2000 net revenues have doubled and the market cap has quadrupled. Today, it is the global No. 1 or No. 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick, and French's, and they account for 70 percent of net revenue.

RB people are at the heart of the company's success. They have an intense drive for action and a desire to outperform wherever they focus, including in CSR where the company is reducing its carbon footprint by 20 percent by 2020 and has a global partnership with Save the Children.

The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs about 32,000 people worldwide.

For more information, visit

About The Communicator Awards :

The Communicator Awards is the leading international awards program honoring creative excellence for communication professionals. Founded by communication professionals over a decade ago, The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio. This year's Communicator Awards received thousands of entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world. Please visit for more information.

The Communicator Awards is sanctioned and judged by the International Academy of the Visual Arts, an invitation-only body consisting of top-tier professionals from a "Who's Who" of acclaimed media, advertising, and marketing firms. Please visit for a full member list and more information.

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