„It feels good to be safe – also when measuring your blood glucose“ – this is the core message of the Accu-Chek campaign which was designed to raise attention for the Accu-Chek Aviva system and position it as a safe and reliable blood glucose meter.

In order to make the safety subject more tangible Roche started a big campaign about a penguin as the new ambassador for the Accu-Chek Aviva system. It was our task to transfer the integrated, multi-stage campaign to the web.

The microsite was integrated into the Accu-Chek.de website and marketed in different media, among them classical media such as ads in periodicals and at points of sale, but more so in digital media – newsletters, social networks and diabetes or healthcare websites.

The success of the campaign could be observed in a significant number of new customers and qualified contacts, but also in a massive rise in demand for Accu-Chek Aviva meter test orders.

For many, a baby penguin that is safeguarded by its parents is a symbol for confidence. This is why Roche Diagnostics has chosen the baby animal as an ambassador for its Accu-Chek Aviva blood glucose meter with its safe and reliable measures.

March - May 2013:

Diabetic people all over Germany were invited to suggest a name for the baby penguin. The participants were rewarded with a penguin key chain. Promoted online and offline.

June 2013:

Users could vote for the names that had been submitted. Accu-Chek took the sponsorship for a penguin in the Wuppertal Zoo and gave him the winner name “Pingy”.

Promotion in digital media exclusively.

July - October 2013:

Users were invited to take their Pingy key chain on a trip, take a picture of him and post it. The winner picture was chosen by a jury.

Promotion in digital media exclusively.

The campaign was a tremendous success: readiness to participate was high and the campaign triggered a large number of new user registrations and test orders of blood glucose meters. The campaign’s success also resulted in a significant rise in traffic on the Accu-Chek website as well as a larger number of mentions in social networks.

The hard figures:

• 15,000 participants submitted 4/600 different names

• An increase of 35% in new users registrations during the first stage of the campaign

besides participants (15/000) and user registrations (+35%)– there is another indication for the success of the campaign: the number of orders of free glucose meters increased by about 80% percent in Phase 1 compared to the usual number of orders. This results in an increased number of test strips sales.