BeWell

flipping the script on health insurance

What We Did.

  • Brand / Campaign Strategy
  • Media Planning & Buying
  • Environmental Graphics
  • Collateral Design
  • Advertising Campaign
    • Television / CTV
    • Online Display
    • Online Video
    • Social / Paid Social
    • Radio / Streaming Audio
    • Out-of-Home
    • Print

challenge.

Health insurance ads, amiright?

Fake people with fake smiles bicycling across fake meadows. We get it. This campaign actually gets it right. BeWell, New Mexico’s Health Insurance Marketplace, connects people who don’t qualify for Medicaid, Medicare, or employee-sponsored health insurance, to affordable, reliable insurance from brands they trust. This means freelance workers, solopreneurs, musicians, servers, film industry workers, hair stylists, early retirees, small business owners, etc. can keep pursuing their passions without having to break the bank on coverage. But many New Mexicans aren’t aware of BeWell’s free services.

Adding to the challenge? A large percentage of these people think they don’t need healthcare. They’re young, they’re healthy, and they’re too busy carving their mark on the world to worry about illness or injury. Health insurance is for people concerned about what’s the worst that can happen.

Except it’s not.

Being covered by a health plan that fits your budget and your needs means you don’t have to pay an arm and a leg for preventative care, prescriptions, prenatal care, specialist visits, or mental healthcare, so you can be your healthiest you and live your best life. All we had to do was to convince people to believe in the value of something they couldn’t see, from an industry most don’t trust.

strategy.

We flipped the script. “What’s the Best That Can Happen?” challenged our audience to consider a life enhanced by health insurance that doesn’t break the bank: More peace of mind. Maximum wellness. The confidence to try new things. And the freedom to pursue your passions without worrying about your health.

We enlisted the help of real BeWell Customers to tell it like it is in a way no actor could: authentically and relatably. Musicians, artists, and entrepreneurs provided compelling testimonials while showing off their talents, joie de vivre and joy of affordable coverage.

A fun and whimsical TV spot, filmed in the roller rink made famous by Stranger Things, tells the story of a woman too scared to skate without health coverage. Spoiler alert: an affordable plan through BeWell gives her the confidence to try new things, make new friends, and ultimately, help thousands of New Mexicans enhance their physical, mental, and emotional wellness.

media.

Our media strategy layered in high-level awareness tactics as well as more targeted, digital channels that would reach our audiences while complementing more traditional media tactics. These included broadcast TV, connected TV/online video blend, terrestrial radio, streaming audio, digital out-of-home, online display, and paid social media.

Over its four-month run, the campaign delivered impressive results, including an average click-thru-rate that was 350 times the industry standard, while streaming audio saw an average click-thru-rate 475 times the industry standard. The campaign drove more than 12,000 website sessions within the campaign window attributed to the campaign. Of those sessions, 95% of them were from new users. The combination of a cohesive, smart media strategy, combined with approachable, dynamic creative, increased brand awareness and brand relevance, ultimately resulting in a 17% increase in enrollments and healthier New Mexicans.