2018 Winners & Shortlists

TUMMYFISH

BrandNESTLÉ MIDDLE EAST
Product/ServiceU4HK
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
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. Tales and magical stories have the incredible power to influence young children’s behavior. We set out to create a tale about a fish that would find happiness in a kid’s tummy, if & only if they drink enough water. Using an illustrated storybook & a breakthrough interactive mobile app, we brought Tummyfish to life.

Creative Execution

Touchpoints For the selected markets choosing a mobile app as the hero 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 rate. Channels Facebook & YouTube Facebook and YouTube were key channels in driving awareness and conversion. We have been present on those channels for a while and as a result we have a wellestablished community. We capitalized on the sophisticated targeting capabilities within these platforms to reach the right target audience through demographic and interest based targeting. Facebook enabled us to test different tactics and optimize our budgets accordingly. Upon launching video, carousel, and static content we uncovered high affinity to static ads in driving app downloads. Finally, we went with a sequential storytelling strategy of media retargeting based on video views to ensure successful customer path to conversion. Illustrated book, website, and support material In partnership with Motivate, the region's leading multi-platform content producer of leading magazine and books, we created offline assets to support the hero mobile app to optimze user journey conversion rates. This gave a us a tool to ensure we educate parents and teachers alike to esnure app adoption. It was also a way to maintain engagement betwewen the child and the parent/teacher.

Credits

Name Company Role
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