2015 Winners & Shortlists

Results and Effectiveness

Our ‘Step Up and Sing’ campaign was a raging success: - 2,000+ video song pledges were received from nearly 50 nationalities living in the UAE and beyond in only 30 days! A remarkable number given the region’s reluctance to post video images of themselves - The videos attracted 75 million impressions, spreading to markets even outside the UAE The campaign also helped contribute to One Touch’s business results: - Sales volume grew 14% - TOM jumped 3% - Trusted brand +2% - Dependable brand +2% - Reassuring brand +1%

Creative Execution

We set up a singing competition where we asked UAE residents to sing a song as a pledge to help loved ones’ fight diabetes. We recruited participants online and with a custom ‘Step Up and Sing’ talent bus that traversed its way throughout the UAE on 30-day tour leading up to World Diabetes Day. Diabetics and non-diabetics filmed themselves making personal dedications to people they knew fighting the disease before singing their inspirational song. We aggregated the videos on a microsite, www.stepupforlife.com, where fans voted for their favorite singer. Singers with the top 10 votes then competed live at the Beat Diabetes Walkathon in front of a celebrity judge panel that included internationally acclaimed singer Wahu Kagwi and Lebanese crooner Saad Ramadan (of Star Academy fame). Finally, during the walkathon event, Wahu and Saad each revealed their own One Touch song and music video to help illustrate the diabetes journey and inspire success.

Insights, Strategy and the Idea

Nearly 20% of the population in the UAE is living with Diabetes. While some are committed to managing their condition, there are many others who struggle to get started. Diabetic patients often feel overwhelmed and downhearted, and as a result do nothing at all. One Touch wanted to change this and give them the tools and motivation they need to manage their Diabetes through a healthier lifestyle. Scare tactics and cliché campaigns and content about diet and exercise weren’t going to be enough. We needed to grab their attention in an emotional way. The power of song transcends borders and cultures, evidenced by the huge popularity in the region of reality singing competitions such as Arab Idol which garners up to 50% ratings. This led us to our big idea – use the emotive power of song to inspire diabetics and their caregivers to ‘Step Up and Sing’ for a healthier lifestyle.