In order to talk health coverage to an audience that has zero interest in insurance, we invented the fictitious Luck Health plan to get through to the Millennial audience. Broadcast, video, digital and OOH directed people relying on luck for health coverage to Luckplan.com. After interacting with the chat bot, getting an inspirational “quote”, creating an insurance card and finding 0 participating doctors, visitors were directed to GetCovered Illinois to find real coverage.
The campaign exceeded ACA state enrollment expectations. Grand Global Award, 2015.
