We unearthed that the brand needed a purpose beyond ‘showing control over diabetes in your lifestyle,’ a feature-based communication that wasn’t motivating.
Unearthing BRAND IDEOLOGY insights from our audiences revealed that what Diabetic people wanted was a means where “Diabetes Shouldn’t Stop Your Performance In Life,” a CULTURAL STRATEGY which we encompassed as “To bring inspiration and innovation to every diabetic in the world” with our Brand’s Purpose as “Help People With Diabetes Keep Performing In Life.”
Waseem Akram, a star cricketer with Diabetes, was chosen to lead the campaign as the HERO. We showed him as a golfer, instead of cricket, as someone who has never given up on the things he loved and has kept performing in all areas of his life despite having Diabetes, with
Accu Chek Performa is a natural fit for helping him lead a performance-oriented life. We followed up with regular everyday people who were winning in life despite having Diabetes.
We developed the 360º Marketing / Advertising Campaign from TVC, Print, Outdoor, Merchandising and On Ground Activations from and won the hearts and wallets of people with Diabetes everywhere.