2016 Winners & Shortlists

Brief Explanation

Objectives - 1. Drive awareness 2. Inspire diabetics to register for the 4Cprogramme - the complete Diabetes Management program Insight - Audiences end up being overwhelmed when diagnosed with diabetes. Low awareness and the stigma associated with the condition prevented people from talking about diabetes openly. Lack of Motivation was identified as the key barrier Idea - The power of song was used to educate and motivate diabetics via dedicated forums on social media to register to the 4Cprogramme, engage with other diabetics and lead a near normal life

The Campaign

Insight & Strategy - Diabetic patients often feel overwhelmed and downhearted when diagnosed with the condition. We needed an emotional way to motivate them Idea - Use the power of song to inspire diabetics to lead a healthy lifestyle Execution - We set up a singing competition where we asked our audiences to sing a song and motivate their love ones to fight diabetes. We recruited participants online and via a talent bus that traversed UAE. At the Beat Diabetes Walkathon, the competition culminated with Wahu Kagwi and Saad Ramadan singing their One Touch inspirational songs. Saad Ramadans video was used across digital platforms to inform and educate diabetics that the condition was manageable with One Touch 4Cprogramme.com and ask them to sign up for it. Outcome : No of people who interacted and registered to the website thereby committing to managing their condition far exceeded our expectations.

Creative Execution

People were asked to motivate diabetics on Facebook, sing for your loved ones ’fight diabetes’ via online audio/video recording (Karaoke) or the custom talent bus. Dedications were aggregated on a Facebook microsite Favorite singers were voted for by the fans. Top 10 competed live at Beat Diabetes Walkathon event (World Diabetes Day) and judged by a celebrity panel. Celebrities Wahu and Saad revealed One Touch songs to inspire diabetics. One Touch tents at the venue had doctors who addressed the queries of the diabetics and enrolled them to 4Cprogramme Saad Ramadan’s song was developed into a video, unleashed via YouTube, Facebook and Twitter showing the agony that people go through when they’re first diagnosed. It demonstrated how hope was revived and their life changed when they were supported by the 4CProgramme. The motivational video was used to inspire diabetics and re target them to register for the 4Cprogramme

The campaign was very effective in achieving the objectives we had set at the beginning of the campaign and the engagement generated bypassed our estimates proving that the strategy chosen was successful and effective KPI’s # Sales Growth : 14.1% # Market Share Growth : KSA - 6%, UAE - 21% # Education Video Views: 7,400,000 + # No. of clicks to 4C.com: 942,200 # Registrations to 4c.com: 20,182 # No. of FB fans: 100,000+ # No. of Twitter fans: 11,000+ # TOM: +2% # Total Brand Awareness: +2% # Brand Currently Used: +2% # Will recommend the brand to others: +8% # Product made by one of the leading healthcare brands: +6% # Brand that understands the user’s needs: +4%