Audience: Core target audience: 18- to 35-year-olds diagnosed with diabetes. Additional target audience: relatives and friends of people diagnosed with diabetes and people at risk (with pre-diabetes). We decided to concentrate on the young audience (18-35 years old): the most promising segment in terms of switching from competitors: consumers under 35 are more likely to change their brand of glucose meter*. On the other hand young people trust information on the Internet more and rely less on the advice of a doctor/pharmacist when choosing a glucose meter*, i.e. they are easier to "hook" with advertising and engage in communication more readily. *"Study of perception of glucose meters by real and potential consumers", September-October 2016

Objectives: Perception/attitude: Increase brand preference and make Accu-chek the first, and ideally, only association with glucose meters and diabetes in general; Differentiate the brand from the nearest competitor through emotional attributes; Brand mission: to reduce the daily worries about the disease and help people live as full a life as possible. Commercial goals: were not established at the briefing stage.

Type: B2C

Language: English, Russian