As one of the world's leading diabetes monitoring brands, Dexcom is a game-changer for diabetes care - unshackling patients from the need to constantly prick their fingers,  with a continuous glucose monitor (CGM) that tracked their glucose levels and automatically sent alerts.

Armed with multi-million-dollar Superbowl TV ads helmed by pop superstars, it was a med-tech juggernaut.

In Oceania however, it faced entrenched competition with lower price points, and a large, loyal, user base of its own. The mission? Break the stalemate - then let the product speak for itself.

The impact was immediate and profound.

Our first campaign led to a month-on-month surge in market share for 5 consecutive months, closing the gap behind the market leader by 5 percentage points. Website sessions increased more than 300% year-on-year and doubled the previous year’s peak caused by the introduction of wildly popular type-1 diabetes subsidies. Dexcom became the fastest-growing player in the category, with volume sales during the campaign growing 16 percentage points greater than the category average.

With each consecutive campaign, Dexcom grew from a simple device into a life-altering solution that spoke to every section of our audience – from parents of children with type-1 diabetes, to older adults managing type-2 diabetes later in life.

The value of the campaign? Immense. The impact of lifting a daily burden from thousands of Australians? Incalculable.