Dexcom SuperBowl
The Problem
Dexcom’s CEO wants a Super Bowl spot for a very niche medical product. Now what?
The Insight
People with type 1 diabetes feel frustrated that technology hasn’t made their lives easier by now.
The Solution
Only 5% of the audience watching the Super Bowl has type 1 diabetes. So strategically, we didn’t think the CEO’s idea was right. Case in point: No other medtech device or pharma company had ever done a Super Bowl spot. The CEO insisted, and so we designed a Super Bowl campaign (not just a spot) that generated leads during the big game. By halftime, we had enough leads to pay for the airtime and the full cost of production. Ad Age named Dexcom’s spot the most effective spot of Super Bowl LVII. And, wow, did people with type I diabetes feel seen and heard. And the CEO is always right.
Our post-Super Bowl campaign generated a 39% drop in cost-per-lead (CPL) over four weeks.
Leads increased 99%.
10.2 billion earned media impressions from social content were created during the shoot.
