Brand | NATIONAL HEALTH INSURANCE COMPANY - DAMAN |
Product/Service | ANTI ANTIBIOTICS SELF-PRESCRIPTION |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Corporate Image & Communication |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
To discourage people from antibiotics self-prescriptions, we created a disruptive direct marketing idea.
The idea was driven and scaled by direct response acts communicating the faux-packaging and the message of not self-prescribing to antibiotics and driving awareness and education.
1) We created parodies of the packaging of the world’s most famous confectionary brands by subverting their packaging and designing candy-like antibiotic packs as direct marketing pieces.
M&Ms became Pencillin.
Skittles became Ceftriaxone.
TicTac became Oxacillin.
Smarties became Moxifloxacin
2) We launched on-ground direct response stands in UAE malls reaching thousands, where we developed stands that were parodied based on the candy stands seen in those malls - just like we parodied the packs of the confectionary brands - and placed the stands in strategic locations.
People were drawn to our stands only to be surprised, amused, startled and shocked. But they understood the adverse affects of popping pills like candy.
Creative Execution
We launched on-ground activations in UAE malls to reach the masses where we developed stands with the faux-packaging, that were parodied based on the candy stands seen in those very malls - just like we parodied the packs of confectionary brands and placed the stands in strategic locations to attract attention.
The idea's disruptive nature triggered curiosity and intrigue from all mall-goers.
People were drawn to our stands only to be surprised, amused and shocked. But they understood the adverse affects of popping pills like candy.
The faux packaging was also distributed through print, direct contact, digital and B-to-B channels.
Results
(1) Daman’s website witnessed 219,811 visitors and 35% active users; considerably higher than average rates of 5% to 10% witnessed by most websites in UAE.
(2) All the faux product packs were distributed in 1 day across the UAE influencing over 6000 people live.
(3) Claims / member decreased for the first time, by 18%.
(4) Decrease in overall claims by 20%.
(5) Medical cost / person / month decreased by 17%; and in the context of millions of claims / month it was a major decrease.
(6) Medical costs decreased by -0.5% in 2015 vs. 3.1% in 2014.
Credits
Nayaab Rais |
Fp7/dxb |
Associate Creative Director |
Josephine Younes |
Fp7/dxb |
Associate Creative Director |
Paul Banham |
Fp7/dxb |
Executive Creative Director |
Tahaab Rais |
Fp7/dxb |
Regional Head of Strategic Planning |
Spiro Malak |
Fp7/dxb |
General Manager - Business Unit |
Amit Kapoor |
Fp7/dxb |
Creative Director |
Amit Kapoor |
Fp7/dxb |
Copywriter |
Tahaab Rais |
Fp7/dxb |
Creative Strategy |
SAMEER ISLAM |
Fp7/dxb |
Senior Strategic Planner |
KHALED HAMZA |
Fp7/dxb |
CREATIVE SERVICES DIRECTOR |
KUBA SKOWRONSKI |
Fp7/dxb |
SENIOR DESIGNER |
SAMEER KETKAR |
Fp7/dxb |
SENIOR DESIGNER |
Deblina Gupta |
Fp7/dxb |
Account Director |
Chelle Dauban |
Fp7/dxb |
Senior Events Manager |
ASHRAF MOHAMMEDUNNY |
Fp7/dxb |
DOP/CAMERAMAN/EDITOR/MOTION ARTIST |
Joseph Alipio/Nikhil |
Fp7/dxb |
Studio artists |
Andrew Phillips |
National Health Insurance Company - Daman |
Director Marketing Management/Sales |