Best Health Care Integrated Ad Campaign, Best Insurance Integrated Ad Campaign, Best Of Show Integrated Ad Campaign

BeWell, New Mexico’s Health Insurance Marketplace, connects residents who don’t qualify for Medicaid, Medicare, or employer-sponsored health plans to affordable, reliable coverage. Our target (freelancers, artists, service workers, early retirees, and small business owners) tends to perceive themselves as young, healthy, or too busy to worry about healthcare. “What’s the worst that can happen?” is an all-too common justification. Our strategy flipped the script on this narrative. “What’s the Best That Can Happen?” challenged our audience to consider a life enhanced by health insurance that doesn’t cost an arm and a leg: more peace of mind. Increased wellness. The confidence to try new things. The financial freedom to pursue passions without worrying about their health. Authenticity was central to our creative approach. Real BeWell customers shared their stories in their own voices, bringing credibility and authenticity. A whimsical hero TV spot follows a woman hesitant to skate without coverage, then flourishing once an affordable BeWell plan gives her the courage to take risks and live fully. A layered media strategy combined high-level awareness tactics with targeted precision. Over its four-month run, the campaign delivered an average click-thru-rate that was 350 times the industry standard and drove more than 12,000 website sessions (95% from new users), ultimately resulting in a 17% increase in enrollments.

Contributors:

Creative Director:	Randall Marshall
Associate Creative Director / Copywriter:	Maria Anderson
Senior Art Director / Designer:	Jaydon Thomas
Client Services Director / Strategy:	Frank Duran
Account Executive:	Abby Williams
Media Director:	Matt Rader
Production Company:	Inspirado
Photographer:	Your Daily Studios

K2MD HEALTH

Location: United States