SWEET CRIME

TitleSWEET CRIME
ClientDIABETES ASSOCIATION OF SRI LANKA
Product / ServiceDIABETES AWARENESS
CategoryB02. Clinics, Hospitals, Retail & Facilities
EntrantPHOENIX OGILVY & MATHER Colombo, SRI LANKA
Idea Creation PHOENIX OGILVY & MATHER Colombo, SRI LANKA
Media PHOENIX OGILVY & MATHER Colombo, SRI LANKA
PR PHOENIX OGILVY & MATHER Colombo, SRI LANKA
Production PHOENIX OGILVY & MATHER Colombo, SRI LANKA

The Campaign

The idea was a live stunt, where we recreated a scene that most people are familiar & curious about-a crime scene. - only this time we drew the body of the murdered victim with sugar and a leg missing. And we printed messages of the repercussions of Diabetes onto the tape. Thus using this stunt to generate curiosity & awareness in onlookers. The objective was to create awareness about the repercussions of Diabetes and to get more people to come to the National Diabetes Centre for regular checkups as in this case, prevention is definitely better than cure as there is no cure for Diabetes.

Creative Execution

The stunt happened over a weekend at two very popular local places . the good market & independence Avenue. Strategically, we chose times when we had more people frequenting, so we could literally stop them in their tracks with our stunt. The scale was contained but very specifically targeted. On standby, were officials from the Diabetes Association of Sri Lanka encouraging people to come for regular checkups thus there was direct interaction between the client & consumers,many of whom visited the centre shortly.

The impact was noticeable. Almost everybody who passed by, stopped to read the messages and then engaged in conversation with representatives from the Diabetes Association Of Sri Lanka. They took back educational brochures and many came the following week to the National Centre to get a regular checkup done. Thus the core objective was reached. That is, to create awareness about the repercussions of Diabetes and to get more people to come to the National Diabetes Centre for regular checkups, as in this case, prevention is definitely better than cure as there is no cure for Diabetes. There was mention in social media and a case study of the same was also put on the client website. Within a couple of days, we got 587 likes, 16,058 people reached...and still counting.

The main criteria for this category is to demonstrate ideas that generate interaction with consumers/onlookers. Through this live stunt, we recreated a scene that most people are familiar & curious about-a crime scene... And we printed messages of the repercussions of Diabetes onto the tape. Thus using this stunt to generate curiosity & awareness in onlookers. On standby were officials from the Diabetes association of Sri Lanka encouraging people to come for regular checkups thus there was direct interaction between the client & consumers,many of whom visited the centre shortly.

Prevention is better than cure, we wanted more people to come to the National Diabetes centre for regular checkups to prevent this disease. Even though the number of people with Diabetes in Sri Lanka is rising rapidly, people are still very relaxed about it. Thus the strategy was to use a Guerrilla tactic to literally wake people from their sweet coma. The approach was a live stunt, where we recreated a scene that most people are familiar & curious about-a crime scene. - only this time we drew the body of the murdered victim with sugar and a leg missing. And we printed messages of the repercussions of Diabetes onto the tape. Thus using this stunt to generate curiosity & awareness in onlookers and getting them to sign up for regular checkups at the National Diabetes centre.

Credits

Name Company Position
Team Phoenix Ogilvy, Colombo Phoenix Ogilvy creative agency
Suresh Kumar Phoenix O&M (Pvt) Ltd. Copywriter
Tanya Ponomareva freelance digital consultant
Lakruwan Vithanage X10 Productions Director
Ruchi Sharma Phoenix O&M (Pvt) Ltd. Group Chief Creative Officer
Links
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