In this week’s Effie Winner Spotlight, learn how Oscar Insurance’s “Bringing Humanity to Health Insurance” campaign helped the healthcare startup break through to disenfranchised consumers.
Keen Strategy’s Alan Hart sat down with with Veronica Parker-Hahn, VP, Marketing at Oscar Insurance, to discuss how her team, with agency partner, UNTITLED WORLDWIDE, built a campaign that intended to change the way consumers viewed health insurance.
Oscar launched as a brand on October 1st, 2013, when New York State officially introduced a public exchange marketplace for health insurance. Many health insurance providers are business-to-business operations; since Oscar offers insurance to individual consumers and their families, they had a unique marketing challenge - and opportunity.
Oscar sought to offer its customers simplicity, transparency, and humanity - and wanted their marketing to match the user experience. Humorous, straightforward ads went up in in New York’s subway system, bus shelters, and across digital platforms that their target audience frequented. The campaign delivered on Oscar’s KPIs of increased awareness and member enrollment - the company reached 45% awareness among its core audience and 5% total market share at the end of their enrollment period that year.
“Bringing Humanity To Health Insurance,” by Oscar Insurance and UNTITLED WORLDWIDE, took home Effies in the David vs. Goliath and Insurance categories at the 2015 North American Effie Awards.
For more information about the North American Effie Awards and latest updates on the 2016 competition (entry deadlines Oct. 8-29, 2015), visit Effie.org.
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