| Title | XXXXL HEROS |
| Brand | ASTRAZENECA TURKEY |
| Product/Service | MEDICAL |
| Category |
F04. Education & Awareness |
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Entrant
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BUZZ MEDIKAL ISTANBUL, TURKEY
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Idea Creation
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BUZZ MEDIKAL ISTANBUL, TURKEY
|
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Media Placement
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BUZZ MEDIKAL ISTANBUL, TURKEY
|
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PR
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BUZZ MEDIKAL ISTANBUL, TURKEY
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Production
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BUZZ MEDIKAL ISTANBUL, TURKEY
|
Credits
| Dogukan Eyit |
Buzz Interaction |
Project Coordinator |
| Işıl Sayın |
Buzz Interaction |
Establishment Partner / Co-founder |
| Hande Turgut |
Buzz Interaction |
Brand Manager |
| Müberra Sarıoğlu |
Bayer |
Product Manager |
| Melike Mutlutürk |
Buzz Interaction |
Project Manager |
The Campaign
We decided to present to the heroes of the diabetic patients that even the heroes can become a diabetic patient and we carried out a special application for this purpose. Being inspired from famous super heroes, we created heroes of the diabetic patients: XXL Heroes.
Creative Execution
Within the scope of the game we designed, we asked medical questions to the field team members on a regular basis during the day. By weakening their selected hero when they gave the right answer, we ensured them to fight with diabetes. Thereby, we supported them to refresh their knowledge related to diabetes. This application which was actualized with a low budget has achieved a success above and beyond the expectations. We have accomplished direct access to the entire field team.
The application we designed has reached to 97% active utilization. Accordingly, 18% sales performance increase within the field team was actualized. But the most important thing is that our super heroes have learnt how to live through diabetes.
Using heroes is cliché way of marketing. But according to our strategy we decide to use this cliché by using reverse meanings of the item. All heroes needs heroes sometimes!