Building-up to World Diabetes Day we launched a multimedia campaign. At its heart was a call for customers to use SMS to access the four-step question session on their mobile to determine low, moderate and high risk patients.We promoted the code in three media. TV used ‘Did you know?’ vignettes on all news channels; full-page features in the press; and drive-time radio discussions with doctors, which discussed health tips and the SMS test.

Effectiveness In a campaign lasting only three days:•3,660 respondents competed all stages and received diagnosis•2,551 mobile coupons were sent to High Risk users•86% recall of advertising in 6 of top 7 cities•ICICI Prudential scored 72% top-of-mind awareness – the highest ever tracked!