WHAT THEY WERE UP AGAINST

What’s love got to do with it?

Over the past several years, trust in institutions and mega-corporations has eroded, and healthcare is no exception. Finding the right health insurance hasn’t been as easy as shopping around. It’s been as vulnerable and anxiety-inducing as dating. Which led us to the natural question. What if you could fall in love with your health insurance?

What we did to help 

Nostalgia makes the heart grow fonder.

Today’s consumer demands a relationship with their service brands. Historically, this category has doubled down on convenience messaging and benefits lists. We helped SHP defy convention, buck expectation and take a messaging risk that got to the heart of the issue: it’s not enough just to like our health insurance.

To creatively express the love we were hoping to foster with potential customers, we pulled upon a common cultural thread that would unite all demographics—a 70s-era dating show. We built a set from scratch, found a snazzily-dressed host and most importantly, assembled a who’s-who of bad dates, each representing one of the ways out-of-touch, one-size-fits-all mega-health plans can let you down.

Our work included:

Brand Strategy
Positioning
Customer Journey
Creative
Digital/Social
Videos
Print
Production
Media