About This Project
In addition to a brand preference campaign, CareFirst reached out to consumers during the health care open enrollment period with humor, irony and slightly subversive messaging. The all-digital campaign provided a refreshing dose of honesty and authenticity that connected with consumers in a way health care advertising rarely does. Components included a mix of video, display, content integration and a CareFirst MegaMix station on Pandora Radio.
The combination proved successful as CareFirst outperformed set goals for the open enrollment period.