2014 Winners & Shortlists

FINGERS TO DIABETES

Bronze
BrandNOVO NORDISK GULF
Product/ServiceACTION ON DIABETES SCREENING CAMPAIGN
EntrantAGENCY 222 Doha, QATAR
CategoryBest Use or Integration of Digital or Social Media
Entrant Company AGENCY 222 Doha, QATAR
Contributing Company AGENCY 222 Doha, QATAR

The Campaign

There are no restrictions on Branded Entertainment in Qatar.

Results

Novo Nordisk Gulf wanted to take an action against Diabetes during World Diabetes Day and encourage people to get screened in a country that demonstrates the 8th highest rate of diabetes globally. The communication objective was to create awareness on the screening event and encourage people to get tested. Change the diabetes painful test experience into a fun experience. We invited people to give a finger to diabetes on world diabetes day in exchange of your own finger portrait. Using only Facebook, we used key influencers to spread the word by changing their profile picture to their unique branded finger portraits. At the event special tents with professional artists took a photo of the fingers and created the participants finger portraits on site. These finger portraits were then uploaded on our microsite www.fingers2diabetes.com where people could download them as profile picture using a special link. This created an effective social media branded content through users. Moreover, people were able to choose famous fingers to join them in a cover page picture.

Using key influencers on Facebook, we provided them with branded finger portraits to use them as their profile picture therefore, seeding an invitation for their followers to get their own finger portraits by getting tested.

In only 3 days, with no advertising and using only facebook as a channel, over 1500 people got screened for diabetes. A 20% increase from the year before with 10,524 website unique visits and over 50% of people taking part changed their profile pictures.

Credits

Name Company Role
Tim Styles Agency 222 Executive Creative Director
Fergus O'hare Agency 222 Creative Director
Baher Raouf Agency 222 Senior Art Director
Muhammad El Ayat Agency 222 Copywriter
Allan Santiago Agency 222 Illustrator
Brooke Reid Agency 222 Head Of Sponsorship And Activation
Adham Eldeeb Agency 222 Head Of Account Management
Nomer Tamayo Agency 222 Illustrator
Narayanan Nair Manoj Kumar Agency 222 Illustrator
David Murphy Agency 222 Head of Digital