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Roche Diagnostics Canada conducts Accu-Chek campaign

Roche Diagnostics Canada has begun a direct response television advertising campaign for its Accu-Chek line of diabetes monitors. The 60-second commercial was developed by Cossette. It is part of the company's ongoing "We've got you" campaign launched in March. A French-language version of the commercial will be released in Quebec in the new year. "The direct response approach is very interesting, because it affords us a measure of everything," said Chantal Cloutier, manager of the diabetes care consumer group at Roche Diagnostics Canada. "Our media buys are thus optimized, as we are able to target our consumers more effectively, which in turn guarantees us a better return on our investment. Moreover, we've gone from a 30-second to a 60-second format in order to clearly demonstrate our understanding of the particular issues faced by people living with diabetes, while at the same time strengthen our brand equity."

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