2016 Winners & Shortlists

HOW WE SAVED 1.6 MILLION LIVES

BrandPROCTER & GAMBLE
Product/ServiceMULTIBRAND
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Merchandising / In-Store Marketing
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency ARC WORLDWIDE Dubai, UNITED ARAB EMIRATES

The Brief

Brief: Amplify the ‘1=1’ campaign to ensure we got community involvement in our partnership with UNICEF and increase vaccine donations. Background: Neonatal tetanus kills thousands of newborn babies and mothers every year. But it can be prevented with a single vaccine. Issue: First, not every mother has access to the vaccine. Second, a large percentage of mothers are unaware that one vaccine is all it takes to prevent the disease. Strategy: Provide a role for Carrefour shoppers, beyond simply purchasing our products to donate vaccines, and invite them to be the voice that helps spread the word about the need for the vaccine.

Creative Execution

We brought the campaign to life with a two week in-store campaign at 21 Carrefour stores across UAE that included POSM, flyers and promoters. But we didn’t stop there. We gave shoppers a platform to be the voice of the campaign, informing mothers around the world that the vaccines are now available. They donated their voices at our interactive recording booth, placed inside Carrefour stores. The words were woven into a video message, released online on Carrefour’s Facebook page, spreading beyond the borders of the retail environment.

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

- The campaign achieved a record high sales for P&G in Carrefour UAE (results confidential in below section). - The social video achieved 62% reach and 17% engagement rate vs P&G standard of 5%. - The press coverage received over 1 million impressions. - The campaign resulted in an increased contribution of 1.6 million vaccines donated, from the 1 million that were donated the year before, as a direct result of the additional volume sales driven by our campaign. That’s 1.6 million lives saved.

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

We were tasked with amplifying the P&G and Carrefour partnership commitment to donate vaccines to the UNICEF under the umbrella campaign; “1 pack = 1 vaccine”. We brought the promotion to life through an experiential activation that gave shoppers a platform to donate their voice and help spread the message beyond the borders of the retail environment.

Credits

Name Company Role
Bechara Mouzannar Chief Creative Officer
Raja Sowan Arc Leo Burnett Dubai Regional Communication Director
Alex Schwarz Arc Leo Burnett Dubai Copywriter
Rupa Antony Arc Leo Burnett Dubai Communications Manager
Sachin Mendonca Arc Leo Burnett Dubai Strategy Director
Victoria Viray Arc Leo Burnett Dubai Art Director
Michael Fillon Arc Leo Burnett Dubai Creative Director
Kareem Fawzy Arc Leo Burnett Dubai Junior Communication Executive
Mira Adra Arc Leo Burnett Dubai Junior Art Director
Ahmed Sari Arc Leo Burnett Dubai Senior Graphic Designer
Abir Achkar Arc Leo Burnett Dubai Art Director