Creative Concepts
Creative Concepts
Where strategy and creativity collide to sell the vision.
Client: Humana
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Audience: Seniors 55+
As a Senior, you’ve experienced the impacts of trends reimagining core facets of life time and time again.
After all, pickleball didn’t come out of nowhere to sweep the nation. It’s larger scale ping pong, which is a smaller scale tennis. Thrifting isn’t the only way to find rare treasures. Estate sales and garage sales have been staples for treasure seekers for decades.
In this streaming everywhere audio campaign, we’ll position Senior listeners as the experts who know the real deal when they see it, like the benefits of a personalized, high-quality health insurance plan with Humana.
Throughout the ads, we’ll use engaging scenarios that tie back to Humana’s respected long-standing reputation and focus on people, choice, and engagement.
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Seniors are master delegators who know how to work smarter, not harder to maximize the freedom and flexibility of their daily life. Yet, big decisions like choosing between Medicare or a Medicare Advantage plan can be stressful as they weigh the factors, potentially delaying care they need.
In this Sequential audio campaign, we’ll share scenarios where Seniors work smarter, not harder. Your grown kids can help you paint your room or dust the cobwebs on the ceiling, that’s what kids are for. But they’re not experts on Medicare plans.
That’s what Humana’s for. Each ad will focus on addressing common consideration factors (such as cost, flexibility, and coverage) and highlight the benefits of Humana’s bundled Medicare Advantage plans and additional coverage available.
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Data Signals: Age + DMA - County + Music Genre
Despite Seniors wanting a quality, affordable, personalized healthcare plan, the average senior doesn’t fully understand their Medicare plan. Some joke they feel like they have to be lawyers to understand the coverage, flexibility, and costs involved.
In this Dynamic audio execution, we’ll engage Senior listeners during the Annual Enrollment Period. Using the latest ad technology, we’ll leverage data signals to personalize the ad creative for them based on their individual real time data, similarly to how Humana helps customers find their personal Medicare Advantage plan based on their individual real-time needs and location.Each audio ad will start with a generic elevator music bed and an announcer VO then shift to match the same music genre the listener is enjoying. The voiceover’s tone will shift to be friendly and conversational, directly call out the listener’s local DMA, and share an offering Humana has in their area. We’ll end on a CTA encouraging listeners to learn more at Humana dot com.
Source*: Only 44% of members say they fully understand their medicare plan.
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Concepts & Client call helps Sales close a $105k IO.
Client: Salesforce
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Business Challenge: Business Decision Makers (BDM’s) struggle to make decisions due to a noisy, crowded AI market. Salesforce is in a league of its own and can prove their worth to BDM’s by clarifying value and differentiating themselves.
Opportunity: Loyal Salesforce customer stories are an influential way to drive brand sentiment, provide social proof, and answer why Salesforce is different.
Streaming audio is a laid-back and intimate medium to engage BDM listeners in a “blue jeans” moment.
Strategy: Pair customer stories with the power of streaming audio ads to emotionally connect with BDM’s and keep Salesforce top of mind and on their short list for future decisions.
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At SiriusXM, we meet the listener in the moment they’re in whether they’re at home, in the car, or on the go. Our people and partnerships, including our partnership with Salesforce, are what makes it all possible.
In this evergreen streaming audio series, Business Decision Makers are transported behind the scenes at SiriusXM/Pandora. They’ll hear from seasoned directors and leaders on how their teams are leveraging Salesforce and Einstein 1 to organize, automate, and gather new insights.
Through a montage of their voices and stories, listeners hear how our Salesforce partnership benefits SiriusXM employees and our listeners. We’ll end on a learn more CTA reinforcing Salesforce’s brand messaging and driving to the brand website.
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Imagine what renowned historical figures could have accomplished if they’d had access to Salesforce and Einstein 1.
In this sequential audio ad series, we’ll remix customer stories in an unexpected way. BDM listeners will embark on an engaging sonic journey through this hypothetical scenario bridging the gap between what could have been and what could be for BDM’s businesses today.
Each ad will follow a different historical figure’s “testimonial”. Parallels will be drawn between their timeless struggles to BDM listener’s struggles. A variety of shared “use cases” will highlight different business sectors in these historical vignettes. Salesforce will be positioned as the hero who reimagines CRM + AI + Data + Trust in one platform for modern innovators.
Client: Ambetter
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Target Audience: Thriving Families
Challenge: Busy schedules and curveball events lead to frequent unexpected questions.
Creative Solution: Lean into audio storytelling to highlight Ambetter’s 24/7 resources including Nurse Advice Line.
Busy schedules, curveball events, and unexpected questions are part of day to day life for Thriving Families. In this Sequential Audio Campaign, we’ll shine a spotlight on Ambetter’s 24/7 resources for the whole family. Across the ads, various family members will call in to the nurse advice hotline to ask honest and relatable questions.
From “Are stomach pains during pregnancy normal?” to “I’ve been struggling to sleep well since my surgery. What should I do? Each ad will focus on a convienent Ambetter offering that gives Thriving Families time back for what matters most.
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Audience: Single Up & Comers
Challenge: Single Up & Comers avoid using their health insurance unless necessary.
Creative Solution: Use audio to build brand affinity of your extensive resources and network of providers already included in their plans.
Single Up & Comers believe in having health insurance but tend to avoid visiting their doctors unless necessary. They’re always on the go busy lives can lead to health issues over time. In this audio campaign, listeners will hear a conversation between friends talking about their mental and physical health.
The friends will share snippets of their healthcare goals, current challenges, and make a pact to take full advantage of the plethora or resources and vast provider network included in their Ambetter plans.
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Audience: Resilient Singles
Challenge: Struggle to balance it all and believes they’re on their own for affordable healthcare.
Creative Solution: Personalized audio ad creative that shows Resilient Singles you see, hear, and support them by providing affordable personalized plans.
Resilient Singles struggle to balance their well-being and juggling life’s many responsibilities. This truth can lead to feeling like they’re on their own with finding affordable healthcare. In this audio campaign, we’ll extend a digital hand to position Ambetter as their support system.
With Sequential Audio, a series of 3-5 ads focus on relatable creative scenarios for key health milestones or challenges. Across the entire series, listeners will learn more about Ambetter’s affordability and benefits.
Possible Execution: Spot 1 - addresses how this audience hesitates to get help with chronic health concerns due to cost. Ambetter is then introduced as the affordable, high value healthcare solution.
Spots 2 & 3 could depict Resilient Singles getting the care, support, and peace of mind they crave with their healthcare plan. Imagine creative depicting a routine check-up, someone to talk with, in-language resources, and 3rd party discounts.
The final spot will remind listeners of the long-term benefits of working towards better health and Ambetter’s role in this journey.
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Concepts & Client call resulted in Ambetter client for the first time ever requesting to see what a 2025 $4MM Endeavor with access to the in-house creative agency would look like. Discussions are currently underway.
Client: Treace Lapiplasty
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A re-mix of the iconic folktale of Paul Bunyan. Poor Paul has a painful bunion. He can't chop wood, drag his axe along to make rivers, or dance. Even Babe, his blue ox, can't cheer him up.
Using sequential audio, Treace Lapiplasty will tell a modern remix of Paul’s tale across a series of 3-5 audio spots. Listeners will hear how Paul got his bunion corrected and got his groove back in just a few weeks.
Targeted to Pandora stations with expecting parents or parents of newborns.
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Use a discordant sound to depict the painful sounds of living with a bunion and replace it with major sounds to show the relief patients like Paul feel after Treace’s procedure.
Extend the concept into a series of iconic fairy/folk tales with different characters telling one remixed story per spot like Paul’s. Since we know high heels can aggravate bunions, princesses must always be getting them after going to the ball. End on a CTA on how Treace can help you live a happily ever after too.
“Chandler’s work has been so well received by clients, it’s a huge help and difference maker.”