2016 Winners & Shortlists

DON'T SELF-PRESCRIBE

Bronze

Case Film

Presentation Image

BrandNATIONAL HEALTH INSURANCE COMPANY - DAMAN
Product/ServiceANTI ANTIBIOTICS SELF-PRESCRIPTION
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryCorporate Image & Communication
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

Antibiotic consumption has been on the rise around the world and the UAE too. Self-medicating has given rise to superbugs that are rendering antibiotics ineffective and are claiming the lives of hundreds of thousands of people worldwide every day. Daman, a leading health insurance company, wanted to raise awareness and help slow down antibiotic resistance. Since antibiotics are still easily available over the counter in UAE, we wanted people to think twice about popping pills like candy. We created parodies of the packaging of the world’s most famous confectionary brands by subverting their packaging and designing candy-like antibiotic packs.

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

To discourage people from antibiotics self-prescriptions, we created a disruptive activation idea. The idea was driven and scaled by onground activations promoting the faux-packaging and the message of not self-prescribing to antibiotics. 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. M&Ms became Pencillin. Skittles became Ceftriaxone. TicTac became Oxacillin. Smarties became Moxifloxacin 2) We launched on-ground activations 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.

Credits

Name Company Role
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
Nayaab Rais Fp7/dxb Associate Creative Director
Josephine Younes Fp7/dxb Associate Creative Director