Selling Health Insurance to the Healthy

May 24, 2014  |  BVK

Consumer & Retail  |  Healthcare

How do you convince a fickle, fragmented and generally healthy millennial generation in New Mexico, into buying the last thing in the world they think they need… health insurance. You start by reminding them that maybe they are not as invincible as they think.

With heavy doses of humor, BVK created an integrated campaign that not only showed young invincibles what life is really like, but also enabled them to see themselves as being sick with insurance. From outrageous outdoor, digital, tv and Pandora radio, to campus promotions with social media tie-ins that enabled students to post pictures of themselves in need of health insurance, the campaign created a huge buzz with New Mexico’s youth audience. BVK even rented an 18-person pedal tap car that traveled around Albuquerque, literally giving our target a vehicle to talk to health insurance professionals while getting healthy.

The result? From the launch of this campaign in mid February to the end of open enrollment on March 31 the New Mexico Health Exchange (NMHIX) garnered 12,888 followers on Facebook, video content attracted 55,025 views with 1,352 hours of content watched and enrollment increased by a whopping 350%.



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