2014 Winners & Shortlists

FINGERS TO DIABETES

Silver

Case Film

Presentation Board

BrandNOVO NORDISK GULF
Product/ServiceACTION ON DIABETES SCREENING CAMPAIGN
EntrantAGENCY 222 Doha, QATAR
CategoryDigital Media in a Promotional Campaign
Entrant Company AGENCY 222 Doha, QATAR
Advertising Agency AGENCY 222 Doha, QATAR

The Brief

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.

Describe how the promotion developed from concept to implementation

Change the 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. During the event, 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 on a coverpage

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

An invitation to get screened for diabetes is tough and unappealing because getting tested always requires a little prink of a finger which is perceived as a painful experience. Turning this into an opportunity, we have changed this painful experience to a fun experience by creating fun finger portraits for each participant once they have got screened.

Credits

Name Company Role
Tim Styles Agency 222 Executive Creative Director
Fergus O'hare Agency 222 Creative Director
Muhammad El Ayat Agency 222 Copywriter
Baher Raouf Agency 222 Senior Art Director
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