Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
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 in 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.