Live from Cannes Lions: One of the everyday pains of living with diabetes is a blood glucose check -- a prick in the fingertip with a needle. A prick most people living with diabetes would rather live without.
When Dexcom launched their new monitor that didn’t require any needles in the UK, they decided to use a little word play to earn time and attention. The resulting radio spot was banned on mainstream radio but became a mainstay on Spotify and digital radio stations.
It starts with “On October 11th, 2017, after returning from a package holiday in Thailand, @RYANANDSUZIEGLOBALTRAVELLERS wrote: Throwback to that time we met a dolphin in Koh Samui”
That’s followed by nearly 20 hashtags, each more annoying than the last. From #fearlessexplorers to #hotties.
The spot ends: “The world is already full of pricks. So we made a glucose monitoring system for diabetics that doesn’t have any.”