Produced for Adcom Zenith
Make Active A Habit - Roche Pharamceutical
The campaign was for Roche Pharmaceuticals' product offering - Accu Chek. It's a blood glucose meter that is a medical device for determining the approximate concentration of glucose in the blood. It is a key element of home blood glucose monitoring by people with diabetes. The brief for the campaign was to promote the importance of testing for blood glucose levels for diabetes management. The consumer insight discovered was that the target group over the age of 30 does not maintain an active exercise routine that greatly affects their health and increases the risk of diabetes. Those who are diabetic have difficulty maintaining an active routine which is critical to regulating blood glucose, due to lack of motivation. Hence the campaign objective was mainly to enable consumers to maintain their active routine and monitor the results of the activeness (that impacts the regulation of blood glucose) through Accu Chek 'Active' variant. To grab the attention of our target group, the concept developed was based around a narrative that motivates diabetics and those who are on verge of diabetes to maintain an active lifestyle and monitor its impact on blood glucose through the Accu-Chek Active variant. Endorsed by a known local personality (a famous former cricket bowler for the Pakistan team - Wasim Akram) who has diabetes and an ambassador for Roche. The main video was a motivational warm-up for the target audience to jump-start their active routine again. The brand integration included showcasing the use of the Accu-Chek Active blood glucose meter before starting a workout as it is essential to monitor blood glucose before beginning a fitness activity.
- Content Strategist
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