2018 Winners & Shortlists

TUMMYFISH

Client/BrandNESTLÉ MIDDLE EAST
Product/ServiceU4HK
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryHealth & Wellbeing: Education & Awareness
CategoryBrand-led Education & Awareness
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

Media Strategy Touchpoints The mobile app as the hero touch-point was a strategic choice. 42% of respondents have downloaded more than 5 apps in a given yearwith 60% of those apps downloaded are gaming apps. [1] The app was made free on both app stores to encourage uptake rate. Channels FB and YT were key channels in driving awareness and conversion. We used a sequential storytelling media strategy to re-engage video viewers and ensure a successful path to conversion. 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.

Our campaign is a technology idea with a unique audience specific touchpoint that was essential in driving the program's success. It also strategically sought partners to activate the campaign. This included the Dubai Health Authority, Schools across Dubai, and MBC's Sabah El-Kheir Ya Arab.

Messenger The solution was only possible if both the parent and the child took part in the experience. We produced an illustrated children’s book that the parent and child had to read together to find out the story of Tummyfish and the importance of water. The book lead families to download the interactive mobile app where the story continues, allowing kids to meet their Tummyfish. Incentive Tummyfish’s behavior mirrored the children’s drinking habits, using data input from the parents each day. Kids who improved their drinking habits watched their friend grow and rewarded with games, while parents monitored consumption and tracked behavior change. Commitment Using the mobile phone’s camera we were able to place the Tummyfish magically in kids bellies. This technique allowed us to bridge the real world with the virtual one and maintain the illusion of Tummyfish’s existence. The kids then had to care for their new friend.

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