Brand | JOHNSON & JOHNSON |
Product/Service | ONE TOUCH |
Entrant | INITIATIVE Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital Media |
Advertising Agency
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EDGE INNOVATION Dubai, UNITED ARAB EMIRATES
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Media Agency
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Entrant Company
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INITIATIVE Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Objectives - 1. Drive awareness 2. Inspire diabetics to register for the 4Cprogramme - the complete Diabetes Management program 3. Provide a dedicated forum where patients could discuss their condition
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
Results and Effectiveness
In a region where content is primarily consumed rather than being created, we received a phenomenal response to our dedication campaign
Video Uploads : 2000+
Education Video Views: 7,400,000
Social Media achievements
No. of FB fans: 100,107 (brand new page with no fans)
No. of Twitter fans: 11,000(brand new page with no fans)
Engagement during the campaign broke world records in the health care category with a 51% engagement rate
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 and were 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.
Insights, Strategy and the Idea
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.
Most of the patients do not understand the gravity of blood sugar fluctuation and the need to monitor their sugar levels regularly.
Educating the audiences alone was not enough. We needed to motivate them to take action (register to 4Cprogramme.com) in an emotional way.
We involved their loved ones to inspire them using the power of a song
Credits
Seema Radhakrishnan |
Initiative Media Middle East Fz Llc |
Regional Planning Director |
Sezgi Kocak |
Johnson/Johnson |
Regional Brand Manager |
Abdallah Safieddine |
Initiative Media Middle East Fz Llc |
Business Director |
Pascale Farra |
Initiative Media Middle East Fz Llc |
Senior Digital Planner |
David Forsdike |
Edge |
Managing Director |
Ali Berjawi |
Initiative Media Middle East Fz Llc |
Associate Media Director |