J&J - Diacula
Client: One Touch
Brief: Position One Touch as the empathetic mentor to people with Type2 diabetes
Insight: It's incredible but it's true. People feel more compelled to take care of themselves if they have something/someone else to take care of at the same time. Meet DIACULA.
Idea: Diacula is a tamagotchi vampire, that lives in your phone and is connected to the OneTouch App. To feed him and keep him happy and engaged, you need to test your blood regularly (symbiotic relationship that allows the person to externalise some of the discomforts and use caring for Diacula as a virtual escape).
With continuous interaction, Diacula becomes more intuitive; giving real-time, bespoke advice, making suggestions and encouraging better behaviours.