Unexpected

Challenge: Uninsured Marylanders are not signing up during open enrollment because they believe that because they are healthy, they can live without insurance. They opt out because of the perceived high cost of insurance. The client wanted a campaign that would focus on targeting this demographic and demonstrate the importance of getting health insurance that is also cost-conscious.

Strategy: This campaign targeted eligible healthcare holders to sign up for health insurance because life is unexpected, and you never know when you might need healthcare. We showed life’s unexpected moments in a lighter, humorous tone to show more serious scenarios in a way that wouldn’t alienate the audience.

Results:

  • Record-breaking 182,166 enrollments

  • 3% increase among Black Marylanders

  • 9% increase among Hispanic Marylanders

  • Maryland Health Connection

  • Phillip Allen, Creative Director
    Stephanie Flores, Art Director
    Joe Brener, ACD/Copywriter
    Allie Babin, Copywriter
    Isaiah Walker, Designer

  • Photoshop, InDesign, Illustrator

GOAL

Sweet Pea

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GOL

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OOH Videos

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TIK TOK

The campaign won GOLD under the Health category. Specifically the Public Health Product, Innovation, or Service Categories.

We won two PLATINUM Awards in both the Government Video and Advertising Campaign categories.

“Unexpected” won two AMA Baltimore MX Awards. We won Grand MX Campaign of the Year and Best Video Marketing Campaign of the Year. 

Campaign videos won SILVER for Government Video at the Summit Creative Awards.

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