MM+M Awards

TV/Connected TV Advertising Campaign 2024

Gold: Intuity Medical and Cutwater; Silver: Change the Ref and Klick Health

Sarah Mahoney

October 10, 2024

10:30 pm

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Gold

Intuity Medical and Cutwater
You’re Good to Pogo

This remarkable campaign wowed the judges with its cheekiness, fresh approach and impact.

The $3 million effort started with the need to stand out, introducing the POGO Automatic Blood Glucose Monitoring System to serve as a convenient solution for millions of patients who need to regularly test their blood glucose — especially the patients longing for more discreet and flexible ways to stay on top of their type 2 diabetes. Many feel self-conscious about checking their blood sugar levels if there are others around, so they unnecessarily excuse themselves from the moment just to test in the most uncomfortable places.

The You’re Good to Pogo campaign offers a better alternative for staying on top of your glucose levels, bringing these people out of restroom stalls and anywhere they choose — such as clothing-optional pickleball courts. The TV ads are part of a larger campaign effort, including digital, social, mobile and B2B communications to doctors and pharmacists.

The judges loved that the ads are humorous in a category famous for earnestness, calling it “diabetes with a chuckle.” They also admired the results, which showed a surge in organic search traffic, with pages viewed per user up 90%. Notably, the brand has seen a 37% rise in purchases, resulting in a 36% revenue boost, and doubled the number of its Facebook and Instagram followers. And those social media connections are sticking, with an average of 90% retention. Instagram engagement rates are up four fold, and they have doubled on Facebook.

Silver

Change the Ref and Klick Health
American Cancer Story

This ad combines two painful truths — that cancer is the No. 3 killer of children while gun violence is No. 1 — in a way our judges called disturbing and important. The film tracks a young girl’s cancer journey, and her classmates welcome her victorious return to school. But this isn’t the happy ending we expected. “This story needs to be told more often,” one judge wrote. The spot directs viewers to a website where they can support both causes, donating to pediatric cancer research and raising their voices against gun violence.

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