Roche and Kind regards motivate diabetes sufferers
Roche Diabetes Care is launching a campaign for the Accu-Chek Guide blood glucose meter. The Zurich-based creative agency Freundliche Grüsse won the pitch with a concept that places education and personal goals at the center of the campaign.
Diabetes is a disease that affects approximately 500,000 people in Switzerland alone (type 1 and type 2). Roche Diabetes Care has given the proven Accu-Chek Guide blood glucose meter a brand refresh, which is now being communicated. For diverse target groups consisting of diabetes type 2 sufferers, pregnant women with diabetes, and healthcare professionals, Roche has now developed a new campaign that is digital at its core for the first time, but works across all channels.
With empathy for the reality of their lives, those affected receive the suggestion to set their own goals in order to be able to enjoy life even with diabetes. Accordingly, the motto "Set goals" is also extended to the extended target groups such as doctors, diabetes advisors and relatives. In this way, awareness is created for Accu-Chek Guide.
According to a statement, Roche convinced Freundliche Grüsse with an integrated digital campaign that could be implemented completely in-house, from the strategy to the idea to the media. In addition to print, Instagram and Facebook image ads, the topic is also given content depth via instant experience ads and content on the landing page.
Responsible at Friendly regards: Pascal Deville, Samuel Textor, Manuela Brunner (overall responsibility), Jasmine Segginger (consulting), Berni Brungs (text/concept), Alain Aebersold (art direction), Maude Mahrer (graphics).
