We want to introduce this brand new technology to mass consumers via genuine diabetes sufferers. Through their own words and their own perspectives, we introduce the technology in an authentic way that showcased how the system helped each of them manage their diabetes and positively transformed their lives.

To prime the market before the launch, we created 7 online documentaries with Freestyle Libre system beta testers – amongst them a teacher on ‘ A' level results day, a french diving instructor and professional guitarist. That gave people a better idea of the liberating, lifestyle benefits of this new technology. This was followed up by the launch TV commercial where we only casted actors who have diabetes. The scripted commercial introduced and demonstrated the new product to mass consumers. Additional behind-the-scenes interviews by the actors provided genuine, emotional insight on the the real-life impact of diabetes.

The pre-launch documentaries helped generate many pre-orders. With the TV launch, the blogger reviews, Facebook groups, Twitter chatter and Instagram hashtags attracted thousands of interested users, with many happily and proudly showing off their Freestyle Libre device.