The Challenge:
Consumers viewed health insurance as a luxury – something they needed but felt they couldn’t afford, often choosing between health insurance and a Netflix subscription. The brand was being perceived as just another health insurance provider. The challenge was to transform this perception and elevate Ambetter into a lifestyle brand that resonated with people on a personal level, encouraging them to prioritize their health, especially during the crucial open enrollment period.
Consumers viewed health insurance as a luxury – something they needed but felt they couldn’t afford, often choosing between health insurance and a Netflix subscription. The brand was being perceived as just another health insurance provider. The challenge was to transform this perception and elevate Ambetter into a lifestyle brand that resonated with people on a personal level, encouraging them to prioritize their health, especially during the crucial open enrollment period.
The Opportunity:
Ambetter is on a mission to make health insurance accessible to all. There was a need to differentiate Ambetter from the crowded health insurance market by connecting with consumers on a deeper level. To do this, we created a campaign where people could see themselves—making health insurance feel attainable and within reach. We shifted the narrative by driving the message that everyone deserves and can afford health insurance. This provided the opportunity to build a more humanized, accessible brand, with a memorable campaign message that spanned across digital, social, and physical touchpoints.
Ambetter is on a mission to make health insurance accessible to all. There was a need to differentiate Ambetter from the crowded health insurance market by connecting with consumers on a deeper level. To do this, we created a campaign where people could see themselves—making health insurance feel attainable and within reach. We shifted the narrative by driving the message that everyone deserves and can afford health insurance. This provided the opportunity to build a more humanized, accessible brand, with a memorable campaign message that spanned across digital, social, and physical touchpoints.
Results:
2.33 million enrollees. Second highest enrollment in the history of Ambetter!
2.33 million enrollees. Second highest enrollment in the history of Ambetter!
Deliverables:
Broadcast, Radio/Steaming Audio, Print, Digital Display, High Impact, OOH, Paid and Organic Social, Twitch, TikTok, Environmental, CRM, Brand Guidelines, Asset Video and Photography, Experiential road tour, Sports sponsorships, and more.
Broadcast, Radio/Steaming Audio, Print, Digital Display, High Impact, OOH, Paid and Organic Social, Twitch, TikTok, Environmental, CRM, Brand Guidelines, Asset Video and Photography, Experiential road tour, Sports sponsorships, and more.
