Procter & Gamble Case study THE PROMISE by Leo Burnett Dubai

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THE PROMISE

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Industry Business equipment & services, Against Cancer, Corporate Image
Media Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Released February 2013

Awards

Mena Cristal Awards 2014
Integrated Cristal - SAPPHIRE (SILVER)
Media Cristal MEN SAPPHIRE (SILVER)
Promo & Direct Cristal BEST USE OF DIRECT MARKETING EMERALD (BRONZE)

Credits & Description

Client PROCTER & GAMBLE
Product BREAST CANCER AWARENESS
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Integrated
Title: THE PROMISE
Product/Service: BREAST CANCER AWARENESS
Entrant Company : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Name Company Position
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
Peter Bidenko Leo Burnett Dubai Regional Executive Creative Director
Mohamed Oudaha Leo Burnett Dubai Creative Director
Dima Kronfol Leo Burnett Dubai Senior Art Director
Simon Raffaghello Leo Burnett Dubai Copywriter
Janelle Erickson Leo Burnett Dubai Copywriter
Sachin Mendonca Leo Burnett Dubai Communication Supervisor
Rupa Antony Leo Burnett Dubai Jr. Communication Executive
Joanna Samaha Leo Burnett Dubai Communication Executive
Mohammad Aram Leo Burnett Dubai Art Director
Braden Deatcher Leo Burnett Dubai Photographer
Ammar Safi Leo Burnett Dubai Art Director
Mahdy Abdelrahman Leo Burnett Dubai Graphic Designer
Describe the campaign/entry:
Breast cancer affects women in the Middle East 10 years earlier than in the west - this means that early screenings in young women are vital for fighting the disease. However, young women weren't getting screened, which told us that they weren't listening to generic awareness campaigns. So we decided to target someone they would listen to: their loved ones. We created The Promise as a way for friends and family to support a woman. We designed and produced two rings: one for the woman, symbolizing a promise to get screened. The other, for her loved one, symbolizing a promise to support her no matter what. By giving a ring to a woman, people could let her know that she's not alone in the fight against breast cancer. By using DM's, PR and strategic distribution channels, we spread the word of the campaign to thousands of women.
Give some idea of how successful this campaign/entry was with both client and consumer:
We got over 98,000 promises as a result of the campaign. The Promise was featured on several websites, social media and featured in Pose magazine. As word of the campaign spread, stores and organizations requested more rings for distribution. P&G was able to spread the message of screening and early detection in a unique way. Women and their loved ones were educated about the importance of screening. Most importantly, women were reassured that breast cancer doesn't just affect them - it affects the people who love them as well. The promises of support showed women they weren't alone in the fight against breast cancer.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The Promise was launched at a special event at a popular Dubai club. The event was covered by media. Through our PR campaign, the rings were also prominently featured in a fashion editorial in Pose Magazine. Rings were then distributed, for free, in supermarkets, gyms, jewelry stores, cafes and universities. On Valentine's Day, the rings were also given away in flower shops and lingerie boutiques. Throughout the campaign, DM's were sent to journalists, bloggers and cultural influencers, who then covered the campaign in various media. Throughout the campaign, people were encouraged to share The Promise with friends, family and on social media.