Arts For Development Promo, Case study BBB by Strategies Cairo


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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Egypt
Agency Strategies Cairo
Creative Director Tamer Mahdy
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Product/Service: SETTAT ON CHAT
Date of First Appearance: Apr 15 2011
Entrant Company: STRATEGIES, Cairo, EGYPT
Creative Director: Tamer Mahdy (Strategies)
Media placement: Mobile Marketing - BBM Waves - 15 April 2011
Insights, Strategy & the Idea
BBB (BlackBerry Breast test)
Breast Cancer Awareness is one of their activities being one of the most growing threats to females nowadays making the call for a regular breast examination essential. The objective was to encourage and push females to go for breast cancer examination.
Creative Execution
In an attempt to make a practical early-reminder and, at the same time, a fun interactive tool, we decided to reach our female required target penetrating a daily addictive touch point.
We sent them a viral BlackBerry message that asks and drags females into dealing with the BB scroller, whether roller-ball or touch-pad types, in a certain manner that portrays, unexpectedly, a lump!
Results and Effectiveness
Results are not out at least until the campaign has been running for 3 weeks at least however; we have males posting on their status that they have been receiving an excessive amount of breast cancer examination alerts.