2018 Winners & Shortlists

TUMMYFISH

Silver

Case Film

Presentation Image

Client/BrandNESTLÉ MIDDLE EAST
Product/ServiceU4HK
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryHealth & Wellbeing: Consumer Products
CategoryHealth & Wellness Tech
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Media Placement MEC MENA Dubai, UNITED ARAB EMIRATES
Additional Company OGILVYONE Dubai, UNITED ARAB EMIRATES

The Campaign

A gamified experience between the child and a fish where the fish’s health and longevity of playtime was contingent on the kid’s daily water consumption that parents monitored.

Creative Execution

We generated awareness through promoted posts on Facebook and YouTube popular social platforms being used by our audience, the video content on Facebook and YouTube being key to capture interest. The video led the audience to the app store where they can download the app. Google Ads This tactic was introduced with the sole objective of driving app downloads on Android. With Android being the superior operating system in the region, this ad format was key in driving app download objectives. Among a pool of respondents by ArabNet, 37% of respondents said that they discover apps using the app-store. We also depended on word of mouth, partnerships, and press coverage to further spread the word.

Engagement - Tummyfish splashed in 212,426 tummies (app downloads) - The app was voted the #1 Health & wellness app at Dubai Innovation week - The app achieved an average of $0.819 cost per install (regional industry benchmark is $1.26) Behavioral The app had 72% active user rate after 30 days. After a 30 days period, 79% of children met daily water consumption target of 3 occasions/day. Brand Awareness of U4HK among a random sample of respondents jumped a whopping 46% from 20% to 66% prior & post launch. We reached 4,312,000 million video views on Facebook & YouTube. 100,200 video shares Partnerships: After launching in Gems School in Dubai to gauge student’s response, the Dubai Health Authority adopted the initiative with a full-fledged launch across schools during innovation week with the Arabic app version. We gave out the illustrated storybooks & educational material making TF part of the curriculum.

Strategic Proposition Encourage children to drink more water by making them believe it was their choice to do so. Media Strategy The mobile app was the touch-point was a strategic choice. 42% of respondents have downloaded more than 5 apps in a given year with 60% of those apps downloaded are gaming apps. [1] The app was made free on both app stores to encourage uptake. FB and YT drove awareness and conversion. We used a sequential storytelling media strategy to re-engage video viewers and ensure a successful path to conversion.We used promoted posts on both platforms.The video led the audience to the app store where they can download the app. Google Ads were used to drive app downloads on Android. With Android being the superior operating system in the region, this ad format was key in driving app download objectives.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Will Rust Ogilvy One Dubai Executive Creative Director
Ramzi Moutran Memac Ogilvy Dubai Executive Creative Director
Logan Allanson Ogilvy One Dubai Creative Director
Waleed Bachnak Memac Ogilvy Dubai Copywriter
Maram Ashour Memac Ogilvy Dubai Art Director
Naz Yunt Memac Ogilvy Dubai Art Director
Maya Elkai, Dylan Kidson, Gary Rolf, Petra Biro, Smriti Tandon, Prajakta More, R Memac Ogilvy Dubai Creative Team
Nabil Moutran Ogilvy One Dubai Regional Director
Hamza Chaoui, Zeena Ismail Memac Ogilvy Dubai Planning and Strategy
Fadia AlDandachi Ogilvy One Dubai Account Director
Mike Nawfal, Benjamin Schwartz Ogilvy One Dubai Account Managers
Majd AbiAli, Mouna Ghadban, Badr Nour Memac Ogilvy Dubai Social Team
Amanda Newall Ogilvy One Dubai Agency Producer
Vincent van de Wetering Media Monks Creative Director
Donny Hofman, David Kamerman Media Monks Game Producer, Game Developer
Isabella Koelman Media Monks Illustrator
Erik Bialek Media Monks User Experience Designer
Corstiaan Smorenburg, Glenn Korver Media Monks Unity Developer
David Fasullo, Benjamin Tuffy, Joao Carlos Marques de Almeida, Jimmy Schmidt Media Monks Creative / Design
John Davey Media Monks Producer
Dave van Luttervelt Media Monks Composer
Nick Davidson Magnet Director
Luke Morris, Wafa Tajdin, Jennifer Blackwell Magnet Producer
George Manolopoulos Magnet Digital Compositor
Adrian Partridge Magnet Editor
Ian Fairservice, David Fairservice, Charlie Scott Motivate Publishing Publisher
Yves Manghardt Chairman & CEO Nestlé Middle East
Rainer Mueller Communications Director Nestlé Middle East
Zeinab Maktabi, Patrica El Chammas, Lynn Khatib Nestlé Middle East Nutrition, Health & Wellness Manager
Links
Application URL