2016 Winners & Shortlists

Brief Explanation

One Touch wanted to motivate diabetics to take their condition seriously Single minded objective - To activate halfhearted & complacent diabetics and get them to commit to managing their condition and lead a near normal life 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 to register to the 4Cprogramme and manage their condition to lead a near normal life

Results and Effectiveness

The campaign was very effective in inspiring diabetics in the region and revitalizing hope in their minds about managing the condition. The number of people who took action to commit and managing their condition with the 4Cprogramme also surpassed our expectations KPI’s Behavioral Objectives # of clicks to 4C.com: 942,200 # Registrations to 4c.com: 20,182 Brand Objectives (Attributes measures indicating trust) Brand that I trust: +2% Brand that understands the user needs: +4% Will recommend the brand to others (family & friends): +8%

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