2016 Winners & Shortlists

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. 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. At the venue doctors answered diabetics and enrolled them to 4Cprogramme Saad Ramadan’s song-video was unleashed on YouTube/Facebook/Twitter showing the agony of patients when first diagnosed and demonstrated how hope was revived when they were supported by the 4CProgramme.

The campaign was very effective in achieving the objectives we had set . 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%

Objectives - 1. Drive awareness 2. Inspire diabetics to register for the 4Cprogramme - the complete Diabetes Management program Audience - Nearly half the diabetics in KSA are NOT diagnosed. Only 25% are committed to keep their sugar levels under control. Almost 50% are half-hearted – they know they have to change their lifestyle but don’t know where to start. The rest are just complacent. 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