How do you engage an audience that feels invincible and has ZERO interest in the benefits of health insurance?
Create a fully integrated campaign for a fictitious health plan touting the benefit of NO BENEFITS.
The Luck Health Plan teaser campaign drove to a microsite full of shareable, entertaining content. Followed by dual media placements that subtly linked LuckPlan.com to GetCovered Illinois.
The campaign got people talking about health coverage on social media and generated millions in free media which helped sign up more than 70,000 young adults – far above the national average.
ECD - Dan Consiglio
CD/Writer - Rich Black
CD/AD - Diane Kerwin