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Client
Roche
Project
Campaign, KV, Visual communication
- Target:
- 30+
- They like to stay updated with current events in the country and around the world.
- They often meet with friends.
- They have many interests/hobbies.
- They enjoy dedicating time to their interests/hobbies.
- They strive to be physically active.
- They engage in activities at least several times a week.
- They like when things are constantly happening around them.
People potentially interested in replacing their insulin pen with a pump are physically active individuals. They spend more time on hobbies (92% vs. 83%) and enjoy being in dynamic environments where things are constantly happening (86% vs. 80%).
These individuals are spontaneous (77%), often on the move, and devote significantly less time to activities like reading, and more to meeting with friends – 94% vs. 75%. Among this group, people with diabetes are also more frequently represented.
These diabetics are the least reconciled with their condition (49% compared to ~65% among the others). They also think about their disease more often (69% vs. 48% of pump users).
Anyone can be that friend—someone who understands and accompanies daily challenges. To show how diverse people sharing this experience are, we've created a concept based on various media, showcasing ordinary friends—people with diabetes who, despite the disease, pursue their passions, work, and live life to the fullest.
When we see others managing daily, it's easier for us to accept their guidance. This natural transition leads to a simple solution—just stick, click, and feel free.
Combining authentic, trustworthy advice with the device's intuitive operation, we create a message that is convincingly simple and friendly.
In the first stage, we present about 21 different portraits of individuals with whom the audience can feel connected or recognize a friend among them. The main goal of this part of the communication is primarily to build trust.
Creating communication based on the diabetic community (people with diabetes speaking to others with diabetes) enables more effective trust-building and deeper connections within the target group.
The audience should be able to identify with the person featured in the campaign or see them as a source of inspiration – their own “diabetes guide.”
The success of others facing the same challenge becomes the most powerful example for our target group. It demonstrates that a normal, active life is possible – thanks to the innovative, compact, and most importantly, tubeless Accu-Chek Solo pump.
Creating communication based on the diabetic community (people with diabetes speaking to others with diabetes) enables more effective trust-building and deeper connections within the target group.
The audience should be able to identify with the person featured in the campaign or see them as a source of inspiration – their own “diabetes guide.”
The success of others facing the same challenge becomes the most powerful example for our target group. It demonstrates that a normal, active life is possible – thanks to the innovative, compact, and most importantly, tubeless Accu-Chek Solo pump.
UNPLUGGED
2.0
The Accu-Chek Spotify channel was created with the idea of creating playlists for dancing/sports/or simply for relaxation. Pump users have free access to Accu-Chek Spotify playlists to enjoy music while freely engaging in daily activities. Simultaneously and independently of the above communication for all phases, we involve individuals responsible for building product awareness (influencers) on channels such as: YouTube, Instagram, blogs, describing and presenting its operation and what distinguishes it from other products available on the market: tubelessness and small size.
The Accu-Chek Spotify channel was created with the idea of creating playlists for dancing/sports/or simply for relaxation.
Pump users have free access to Accu-Chek Spotify playlists to enjoy music while freely engaging in daily activities.
UNPLUGGED
2.0
Imaginative scenes of the future full of desires and dreams are small visions of the future. We are launching a campaign where these scenes are not only staged but the communication medium used becomes a stage for the youngest target group.
We are preparing a design contest (online/blog/social media/poster/brochure) inviting children to draw a picture with the theme: "Draw your future." The invitation and interest of target audiences create an open and honest context in which we present the product and its innovative features.
