35 YEARS ON THE SIDE OF LIFE ROCHE
How did we turn 35 years of presence in Serbia into a platform for future impact?
Roche in Serbia marked its 35th anniversary at the moment when public expectations and the role of pharmaceutical companies were changing. The challenge was to communicate the anniversary not as a retrospective, but as a strategic platform connecting the past, the present and the future – with a clear focus on the impact on patients and the society.
Challenge
The 35th anniversary carried a risk of remaining in the zone of ”corporate form” – with no real impact on brand perception.
The pharmaceutical industry in Serbia requires a high level of credibility and responsibility and carefully balanced communication.
The need to:
Highlight the company’s long-term value
Strengthen reputation among key stakeholders (HCP, institutions, the media)
Present the brand to the society, without a compromise with seriousness
Therefore, a strategic approach was needed:
Because this was not about a campaign, but about positioning the company through a narrative that could manage multiple channels, audiences and contexts throughout the year.
Solution
We created an integrated communication platform:
“0 Years of the Side of Life”
- Narrative platform
- Focus on continuity, partnerships and impact on patients’ lives
- Balance between emotional and expert tone
- Owned channels
- Landing page with a clear structure (hero, story, key moments, news)
- “News” section as a consistent hub for all activities throughout the year
- Elaboration of key messages for various audiences
- Media narrative positioning the anniversary as a relevant topic, not just a piece of news
- CEO’s column on a leading business portal
- Consistent implementation of Roche visual language
- Symbolism (polyhedron, hands, life) as a metaphor of innovation and care
- Interdisciplinary approach
- Strategy + creative concept + PR + event + content
- Combining all touchpoints into a unique experience
Results
- Platform exceeding the anniversary and can be used for future communications
- Clear positioning as a partner of the health care system and society
- Consistent narrative through all channels and initiatives
Conclusion
Anniversaries are not a retrospective – they are the strongest tool for redefining future brand perception.