Can you make unbelievable savings actually believable?
Health insurance coverage through HealthSource RI (the state’s health insurance exchange) was suddenly made much more affordable for many more Rhode Islanders, thanks to the American Recovery Plan and COVID-19 relief measures.
To communicate affordability in a credible and convincing way, we boldly paired potential savings with representatives of various audiences, so viewers could have an idea of how much they could save on their health insurance premium. Our media strategy included a focus on guerilla marketing tactics and street team mobilization at community events throughout the summer months.
The campaign generated more than 16 million impressions, 100,000 visits to the Health Source RI website, and 50,000 clicks to the plan selection tool and enrollment page.
Television spots featured people in recognizable Rhode Island settings to make viewers feel at home, while prominent on-screen graphics made it clear that this year’s savings are far greater than ever before.
For outdoor executions, distilled wording repeated the savings messages, encouraging Rhode Islanders to discover just how much financial assistance they could qualify for.
Online ads reminded the audience that significant health insurance savings were available through HealthSource RI. For consistency and relatability, online ads featured the people in the TV spots.