What do nude pickleball gamers and nosy rest room neighbors need to do with managing diabetes?
Intuity Medical, Inc., a medical know-how firm with the mission to simplify diabetes administration, and artistic and media company of report, Cutwater, with places of work in San Francisco and New York Metropolis, have collaborated collectively to launch an all-new model platform and nationwide marketing campaign.
The model platform, “You’re Good to Pogo”, brings to life a greater different for staying on high of your glucose ranges, wherever you select. Many individuals can really feel self-conscious about checking their blood sugar ranges if there are others round, in order that they unnecessarily excuse themselves from the second, simply to check in probably the most uncomfortable locations. Now, they’ll discreetly take a look at on-the-go with the push of a button – due to Intuity Medical’s signature innovation, the POGO Automated®.
The marketing campaign is pushed by two spots and marks the primary important advertising and marketing push for the POGO Automated. “Pickleball” units up a mockumentary interview with those that would really feel probably the most uncomfortable carrying a glucose sensor, or something, on their our bodies – a pair of naturist pickleballers.
“Pickleball” (0:30): YouTube Hyperlink
“Pickleball” (0:06): YouTube Hyperlink
“Rest room” is one other mockumentary with somebody who was spending a lot time testing in cramped rest room stalls, they needed to begin making some modifications. The items have been directed by Hank Perlman of award-winning manufacturing firm Hungry Man, who led editorial as nicely. The VFX, colour, and blend was spearheaded by Brickyard VFX, Royal Muster, and Lime Studios respectively.
“Rest room” (0:30): YouTube Hyperlink
“Rest room” (0:06): YouTube Hyperlink
The work follows Intuity Medical appointing Cutwater the inventive and media company of report title. The enterprise was gained earlier this yr after a complete overview. “The POGO Automated isn’t a typical blood glucose monitor, so the marketing campaign work shouldn’t be typical both”, explains Cutwater Founder and CCO Chuck McBride. “And by utilizing the title in a intelligent approach, we’re assured they gained’t confuse POGO Automated with some other model.”
Intuity Medical Vice President of Advertising, Dave Yamauchi, provides, “One in ten persons are recognized with diabetes, and the conversations round this neighborhood don’t focus sufficient on the selection of discretion. Intuity Medical is dedicated to supporting these with and managing diabetes. The POGO Automated’s One-Step™ profit is a less complicated different to conventional Blood Glucose Monitoring and noticeable Steady Glucose Monitoring units. We chosen Cutwater as our company of report because the management workforce shared the identical ardour of reinforcing our ongoing mission and product differentiation inside our advertising and marketing efforts. Because the all-in-one providing doesn’t match squarely inside glucose monitoring conventions, the route needed to be distinctive and problem these norms.”
The media technique boasts a strong purchase throughout nationwide digital, social, show, and search platforms. Companions embrace main names, reminiscent of YouTube, Hulu, Paramount+, ESPN, and Peacock. The content material will likely be supported by an influencer program together with branded supplies for healthcare suppliers and professionals. In line with Cutwater Head of Media and Communications Lizzy Ryan, “We’re taking a full funnel strategy from consciousness to training to conversion. Our targets are folks with diabetes, caregivers researching accessible administration plans, in addition to the healthcare suppliers who deal with them. The belongings will stay all through paid, owned, and earned channels, and I’m desperate to see the short-term and long-term influence.”
Go to GoodtoPogo.com to get your palms on a POGO Automated and be taught extra concerning the monitor that’s altering diabetes administration.
Credit:
Consumer: Intuity Medical
VP of Advertising: Dave Yamauchi
Advertising Guide: Tamara Bayne
Senior Director IT: Praveen Chopra
Advertising Supervisor: Bridgett Marion
Director of Buyer Expertise: Kim Panos
Company: Cutwater
Founder & Chief Inventive Officer: Chuck McBride
Principal & President: Christian Hughes
Inventive Director: Amy Su
Copywriter: Mike Ennen
Senior Artwork Director: Alexandra Ebright
Senior Designer: Patrick Nelson
Artwork Director: Emma Shepler
Govt Producer: Doug Stivers
Strategist: Uma Mantravadi
Director of Inventive Technique & Head of Social: Viktor Torbjörnsen
Director of Social: Justin Juul
Social Media Advertising Supervisor: Juliana Rios
Head of Media & Communication: Lizzy Ryan
Head of Paid Social: Joseph Gudino
Media Strategist: Gavin Faucette
Group Account Director: Matt Allen
Account Director: Grace Fiset
Account Govt: Justin Koerner
Challenge Supervisor: Ana Elejalde
Manufacturing: Hungry Man
Director: Hank Perlman
Govt Producer / Managing Companion: Caleb Dewart
Head of Manufacturing: Franchesca McDowell
Producer: Matt O’Shea
Director of Images: Adam Beckman
Manufacturing Designer: Latisha Duarte
Editorial: Hungry Man
Editor: Mike Feldman
Put up / VFX: Brickyard VFX
Lead VFX: Sean McLean
VFX: Brody McLean
Producer: Ellen Schmitt
Put up / Coloration: Royal Muster
Govt Producer: Thatcher Peterson
Colorist: Gregory Reese
Put up / Combine: Lime Studios
Mixer: Tom Paolantonio
Social Media:
Fb: @cutwater
Twitter: @CutwaterAgency
Instagram: @cutwateragency
LinkedIn: Cutwater
Fb: POGO Automated
Twitter: @POGOAutomatic
Instagram: @pogoautomatic
LinkedIn: Intuity Medical, Inc.
About Cutwater:
Cutwater is an unbiased inventive and media company with places of work in San Francisco and New York Metropolis. Headed by promoting thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the company prides itself on constructing distinctive campaigns for challenger and legacy manufacturers alike. These have included the likes of Hartz, Russell Stover, Brawny, Jeep, Ray-Ban, and extra. https://www.cutwateragency.com/
About Intuity Medical, Inc.:
Intuity Medical, Inc. is a commercial-stage medical know-how firm centered on creating modern options to enhance the well being and high quality of life of individuals with diabetes. Headquartered in Fremont, California, the corporate strives to simplify diabetes administration and was based with the mission of creating life with diabetes simpler. Intuity Medical’s POGO Automated® Blood Glucose Monitoring System is the one FDA-cleared automated blood glucose monitoring system that lances and collects blood in only one step with 10-test cartridge know-how, ending the necessity to individually load lancets and take a look at strips (as required by different blood glucose meters). POGO Automated delivers a a lot simplified and discreet blood glucose testing expertise that’s much less disruptive to the on a regular basis lives of individuals with diabetes. To be taught extra, please go to GoodtoPogo.com
