Testing and treatment of Diabetes has become increasingly difficult with 50% of consumers unaware of their diagnosis. The disease is misunderstood, ignored and carries a social stigma within the Arab communities. OneTouch wanted to reach out to these patients and their caregivers, creating awareness on the importance of timely testing.
Over the years, OneTouch® has maintained its market share position in most of the MENA markets. However, in 2017 we needed to launch new products as best in class and create the right demand for them.
The ColorSure® technology is a new unique feature which is available across all product ranges allowing consumers to keep a tab on hi, low and normal levels of blood glucose using simple to read color coded messages on the devices, taking away the complexity of numbers. OneTouch® wanted to simplify dealing with the ailment through this new feature.
The Middle East is a market with exceptionally high diabetes prevalence. Qatar, Kuwait and Saudi have the highest rates with 20% while Bahrain and UAE following with 19%. To top it off, we see just a 50% diagnosis rate across most countries, i.e. only half of the population suffering from diabetes is diagnosed.
One Touch wanted to educate and help people coping with diabetes to move forward and get the most out of life. They wanted them to continue pursuing their dreams, plans and possibilities of the life.
The recommended frequency of blood glucose testing is 4-5 times/day for type 1 diabetes and 1 a day for type 2 diabetes. However, the actual testing frequency is projected as 1/day for type 1 and 0.5/day for type 2 in the region. This is driven by several fears - Fear of pricking, blood, and half-hearted acceptance of the disease. Furthermore, low awareness of their diagnosis and social stigma in the Arab communities made testing and treatment of the disease increasingly difficult.
However, putting aside the above we knew that in this region, families and having strong functional relationships are a priority no matter the situation.
The one thing that is loved most in Middle Eastern culture is love for family.
Knowing that having strong functional relationships are a priority in Arab families, we had to ensure it was at the core of our messaging, meaning the connection had to be emotional and relatable.
To connect with our audience, we decided to showcase how family members would go to the ends of the earth for someone close to them, so in the greater scheme of things giving a drop of blood was such a small and little act with such great impact to people’s lives.
The plan was to interview Arab & Expat consumers about how far they would go for their loved one and took it one step further by asking them if they would give a drop of blood for this person. Capturing the entire emotional interaction, we created a YouTube video which we proceeded to then seed out and spread the word on the relevance of testing for diabetes in today’s world.
OLV: To ensure maximum impact, we launched our campaign on the 14th of November, World Diabetes Day. Programmatic was used to find our core audience across the Gulf markets with a call to action driving them to a specially created Landing page for the occasion. OLV activity on YouTube was combined with a Brand Lift Study to further understand the impact of our content on brand consideration and ad recall. With OLV we tackled our objective of raising awareness and education.
Geo-Fencing: Through mobile geofencing banners, we targeted key pharmacies in the UAE and KSA to get consumers in-store learn more about testing with OneTouch.
Search: Given that we saw our key peaks take place on search during World Diabetes Day, we set up our campaign for GCC along with mobile call extensions. The call extensions were an added incentive to have consumers call our Support lines and discuss any queries they might have regarding diabetes and the various OneTouch product offerings.