The cobas® cardio campaign for Roche Diagnostics.
Find out how we ensured that the brand identity was consistently
implemented around the world. And thereby increased awareness.
20 countries, 4 continents, 1 brand. Plus a complex product that
wasn’t getting the recognition it deserved. Despite three years
on the market, the brand wasn’t established. Hardly surprising – it
was portrayed differently in every corner of the world.
We began by involving everyone – from Asia to the US. By understanding
their cultural requirements we were able to ensure the campaign met
their individual needs.
We created a range of material from brochures to print ads targeted
at different medical disciplines. All with consistent wording and imagery.
Plus a comprehensive marketing toolkit for the local subsidiaries that
defined how the campaign elements should be implemented.
Doctor, white coat, stethoscope? Not here!
The stock material of 90% of medical adverts means they don’t
stand out. Instead, we took a complex subject and set it in
everyday situations showing normal people. After all, they‘re
the ones the medicine is all about.
Stuck in a hole? Not us.
Intelligent use of circular scenes and objects ensured maximum
visual impact using the ring form of the existing CI. A diverse range
of settings and actors provided material to meet different needs.
And different cultures.
Lost for words? Never!
To complement the visual language of the campaign, we chose
a question and answer headline style that reflected the imagery,
highlighted the product benefit and was rounded off
by the claim “Life needs answers”. All completely consistent.
A campaign that allowed local subsidiaries to fulfil their local needs
while retaining and promoting consistent brand identity and messaging.
The brand was quickly established and global brand awareness
increased rapidly.