We want to introduce this brand new technology to mass consumers via genuine diabetes sufferers. Hence, much like the prelaunch documentaries, we only casted actors who have diabetes. Even though the commercial is scripted, additional behind-the-scenes interviews by the actors provided genuine, emotional insight on the the real-life impact of diabetes.

The launch TV commercial followed a series of user documentaries debuted during World Diabetes Day in fall 2015. As the first piece of mass communication for this brand new technology, this commercial needed to introduce and demonstrate the key features and benefits. The commercial is composed of various character vignettes, which allows different regional markets the flexibility to mix and match characters depending on their local demographic and messaging priorities.

The launch of the product and the TV commercial brought about dramatic response, particularly on social media channels. 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.