Health insurance that actually works for you
Oscar Health
Creative Strategy, Campaign Concept, Art Direction, Digital, Print, OOH, TV
Let’s face it. With most health insurance companies, you’re working for them.
It’s on you to find your own care, make sense out of their confusing policies, and advocate for yourself. With Oscar, it’s different. So, to attract potential members during Open Enrollment season, we told them how.
Armed with research on how Americans felt about health insurance (hint: it’s not great), our Brand Team undertook a deep ideation phase that led us to our concept of “Health insurance that actually works for you.” As Senior Art Director, I crafted a manifesto that positioned Oscar as an advocate for our members, setting the tone for the multi-channel campaign.
The campaign came to life through digital and social ads, web landing pages, print materials and OOH banners. I guided our favorite motion studio, Fern, as they animated the digital spots.
Plus, we extended the concept into a series of testimonial-style TV commercials. In them, busy members spoke directly to camera, telling viewers how they fired their previous health insurers and hired Oscar instead.
The results? A 20% lift in brand awareness in our target markets, and a whole handful of new members enrolled with Oscar — leading to the highest membership count ever.
COLLABORATORS
Oscar Brand Team: Craig Damrauer; Design: Veronica Cordi, Walid Bukhari, Sabine Fryd; Copy: Valentina Espana, Ashely Domers; Project Management: Libby Denault, Kara Kosmorsky; Illustration: Franklyn; Motion: Fern