2013 Winners & Shortlists

Results and Effectiveness

Results of One Touch and Lamasat are astounding! One Touch is helping grow the entire diabetes care category and is benefiting as a brand: - One Touch unprompted brand awareness increased from 47% to 71% - One Touch usage within the last 6 months increased from 26% to 36% - One Touch Caregiver unprompted brand awareness increased from 43% to 68% One Touch meter sales soared by 217% and 17% for strips Lamasat is firmly in place with Doctors, Pharmacists and Diabetes educators actively encouraging newly diagnosed patients and their caregivers to enroll. Enrollment to date is over 50,000.

Creative Execution

One Touch’s Lamasat is based on the 4Cs of diabetes management - Check blood sugar daily - Control blood sugar levels - Consume a healthy diet - Care - make simple lifestyle changes We enlisted doctors and KSA’s two largest pharmacy chains to roll out One Touch’s Lamasat. Doctors referred newly diagnosed patients and their caregivers to the pharmacies to enroll in Lamasat and buy their first One Touch monitor. At pharmacy retail we produced One Touch megadisplays, shaped in the style of a dinner table and featuring the family from our TVC enjoying a healthy diabetes friendly meal. Promoters flagged Diabetes category shoppers, explained the 4Cs and enrolled them into Lamasat. We also created complete Diabetes Care Center displays, themed around the 4Cs as added value to our retailers. The care centers consisted of shelf space to promote other diabetes-related products in addition to One Touch monitors.

Insights, Strategy and the Idea

In Saudi Arabia, one in four inhabitants suffers from diabetes, extending the burden beyond patients and their families, and onto society as a whole in terms of strains on the healthcare system and economy. Key to patients’ management of diabetes is to track blood sugar daily with a self monitoring blood glucose device and adapt diet accordingly. Diabetes has an impact on the entire family, especially the family caregiver. This is usually a mother, sister, daughter or someone else who cares for the patient and family’s well-being. The hidden insight was that patients alone cannot adjust to their new lifestyle, but need a support network we call the “Triangle of Care” consisting of Caregiver, Doctor, and Pharmacist and patient at the center. One Touch’s strategy was to provide the “Triangle of Care” a complete education curriculum, called Lamasat (translates to Touch in English) to ensure successful compliance and grow category.