| Title | TAKE A STEP, BE A LEGEND |
| Brand | ASTRAZENECA |
| Product/Service | MOBILE APPLICATION |
| Category |
F01. Unbranded Pharma, Vaccines & Biotech |
|
Entrant Company
|
BUZZ MEDIKAL ISTANBUL, TURKEY
|
|
Advertising Agency
|
BUZZ MEDIKAL ISTANBUL, TURKEY
|
Credits
| Gözde Unverdi |
Astrazeneca |
Sales Manager |
| Pınar Dumlu |
Astrazeneca |
Brand Manager |
| Işıl Sayın |
Buzz Medikal |
Managing Partner |
| Doğukan Eyit |
Buzz Medikal |
Project Co-ordinator |
| Sumer Basar |
Buzz Medikal |
Project Manager |
The Brief
The target of the 'Take a Step, Be a Legend' campaign is to reach 62 million steps representing the circumference of the earth.The application counts users' steps and you can see the distance walked via the map and share the number of your steps on Facebook and Twitter. The target audience is the public. When 62.000.000 steps completed AstraZeneca make a donation to the Diabetes Village that is able to educate 5000 patients in a year.
Creative Execution
We launched our application at the Intercontinental Diabetes Walk held on World Diabetes Day. Users who downloaded the mobile application took steps for both their own health and for Europe's largest Diabetes Village that will be established in Istanbul and crossed from one continent to the other.
AstraZeneca took the first step for the healthy future with donations made to the Diabetes Village on behalf of everyone who downloaded the 'Take a Step, Be a Legend' application. Participants who become legends not only extend a helping hand to people with diabetes but also will write their names on the Blue Circle Wall in the Diabetes Village.
Actively using social media accounts that we created for our project, we have reached thousands of new users.
62 million steps are taken in 6 months. 4567 people downloaded the application. Most of them are diabetes patients. 19b likes in facebook. Increase in awareness of diabetes. 15 Journalists attended the media conference. 70 Billboards used for launch. 7 Natinal Newspapers, 1 Regional Newspaper,1 Local Newspaper coverage is reached.
The idea was simple, very much needed for health. We put a lot of thought about attact people to use the mobile app. Came up with the idea about being a legend by immortalizing users names in the Blue Circle Wall that will be in front of the Diabetes Village. Also AstraZeneca wanted to make a donation on behalf of the participants. It is one of the biggest mobile projects in Turkey, to raise the diabetes awareness and to support Turkey's first, Europe's biggest Diabetes Village. The names of people, who downloaded and used the application, will be written on the Blue Circle Wall at the Diabetes Village and they will be legends. Their names will remain at the BCW forever.