CREATIVE
Deliverables:
Diabetes Shouldn’t Stop You
Project Scope:
Developed a comprehensive 360º integrated marketing campaign for Roche to launch Accu-Chek Performa across the APAC region. The campaign encompassed brand strategy, campaign ideation, storytelling featuring both celebrities and everyday individuals, TVC production, print, digital, outdoor advertising, point-of-sale materials, and on-ground activations.
Insight-Led Strategy: Turning Fear into Empowerment
Our research uncovered a deep cultural tension:
When people are diagnosed with diabetes, life suddenly feels limited emotionally, physically, and psychologically. It’s not just a diagnosis it’s a perceived end to living fully.
This anxiety-driven perception had to be reframed. Rather than simply communicating control or blood sugar management (a typical category approach), we elevated the brand purpose to speak directly to the emotional and performance-driven needs of diabetics.
Brand Purpose & Cultural Strategy
At the heart of the brand purpose lies a universal truth:
The moment someone is diagnosed with diabetes, fear takes over. Dreams feel interrupted. Life seems restricted.
But Accu-Chek Performa challenges this mindset with a bold cultural message:
“Diabetes Shouldn’t Stop Your Performance in Life.”
To support this shift, we defined a cultural ideology and purpose that inspires diabetics to take control:
To bring inspiration and innovation to every diabetic in the world.
To help people with diabetes keep performing in life.
This belief became the foundation for a performance-led, emotionally resonant campaign that positioned Accu-Chek not just as a glucose meter — but as a life enabler.
Humanizing Brand Voice & Perception Reshaping Narrative
Diabetes Shouldn’t Stop Your Performance - Celebrate Life
The Campaign featured:
- Waseem Akram — the sports legend turned golfer, proving that while passions evolve, the performance never stops.
- A high-performing young businesswoman — navigating ambition with confidence and grace.
- A spirited tween boy — growing, playing, and thriving like any other child, unbound by fear.
Each story culminated in a moment of celebration — a sweet treat enjoyed without hesitation, symbolizing freedom and the joy of living life fully with diabetes in check.
With Accu-Chek Performa, they didn’t just manage diabetes — they lived with it. They reclaimed their rhythm, their sweetness, and their performance… confidently, actively, and joyfully.
This evolved voice didn’t just humanize the brand. It redefined it — turning Accu-Chek into a beacon of resilience, self-belief, and everyday victory, making it deeply personal and powerfully universal.
360º Campaign Amplification :
- Thematic TVC
- Celebrity Endorsement with Waseem Akram
- Print, Outdoor & Merchandising
- POS Activation Kits for Pharmacies
- In-store Visibility & Demonstrations
- Digital & Social Assets
- Community Outreach Events
Results & Recognition:
APAC Rollout — The exact same campaign was released across the APAC region, dubbed in multiple regional languages.
Best Regional Creative Award — Awarded by Roche HQ.
Category Redefinition — Elevated the conversation from blood sugar levels to living a full, empowered life.
Impact:
Accu-Chek Performa wasn’t just launched — it was reimagined as a performance partner for those living with diabetes.
The campaign drove awareness, built trust, and — most importantly — gave people the belief that “Diabetes doesn’t stop life. It just needs the right support to perform through it.”
Interactive Consumer Shows, Mall & Hyper Store Activations
To deepen engagement and bring the inspiring performance platform to life beyond screens, we designed a series of high-impact, interactive on-ground activations across major cities.
The Message in Motion:
Led by brand ambassador Waseem Akram — a living embodiment of thriving with diabetes — these activations gave people a chance to hear his story firsthand. Waseem shared how he continues to lead a high-performance lifestyle post-diagnosis, reinforcing the campaign belief:
“Diabetes Shouldn’t Stop Your Performance in Life.”
Consumer Shows:
Immersive stage experiences featuring storytelling sessions, live Q&A with medical experts, diabetes myths debunked, and guided demonstrations of Accu-Chek Performa’s intelligent features.
Mall Activations:
Set up in high-footfall locations, these experiential booths combined brand education with entertainment—offering visitors:
- Free blood glucose level checks
- Instant demos of the Accu-Chek Performa meter
- Giveaways for engagement, including “sweet victory” tokens (guilt-free dessert vouchers)
Hyper Store Campaigns:
Deployed in pharmacies and retail), these focused on point-of-sale awareness and impulse education. Pop-up counters featured:
- Certified health educators to explain product benefits
- Interactive tablets for self-screening tools and nutrition tips
- Waseem Akram’s video looped testimony, humanizing the product’s value
Year-Round Consistency:
These activations weren’t one-off events — they formed a consistent presence throughout the year, strategically aligned with global diabetes awareness days, national holidays, and seasonal health drives.
Outcome:
By taking the campaign to the people — in their daily routines, shopping moments, and family outings — Accu-Chek became more than a glucose meter. It became a symbol of support, empowerment, and performance for people managing diabetes in everyday life.
