After a bold brand refresh, how can United Healthcare built brand love and trust with key audiences while making their audio creative break out of the health insurer sea of sameness?

Tap into emotion through personalized ad creative scenarios and give listeners agency of their ad listening experience. While each :30 second Sequential ad tells a complete individual story tailored to each key audience, UHC shares their brand story and reasons to believe across the series.

Telehealth Converts - Parents of 6-17 year olds.

In a series of audio ads, the story of a family's foray into tech-based healthcare reflects the usefulness of UHC's coverage options. The first sequential ad will share a teen recommending tele-health to their parent who's sick and not feeling well enough to drive. The second spot will feature that parent sharing a testimonial style review of how much tele-health services made a difference and why they're so glad that UHC has coverage options that include it. The third installment shares the parent suggesting tele-health to their teen. The t men calls out the fact they had originally been the one to share this care option with the parent in the first place, finishing out with some light touching humor and a bonding moment between family members.

Circle of Life - The Sandwich Generation, Adults 50+

In three to four different creative spots, various members of the Sandwich Generation share stories about a "Caretaker Switch Moment" - each of them opening with the same copy, along the lines of "in families, a caretaker switch moment can come as a surprise; it's when a daughter or son acts as a caregiver for their parent after a lifetime of being taken care of." Each spot will then share a different perspective from a variety of diverse voices about a time they took care of their own elderly parents, or a time when their adult children ended up taking care of them. Each ad will tie into how UHC was always there when the family needed healthcare, acting as a constant even when familial roles may change in different situations. 

Come As You Are - Hispanic Adults 18+

The sequence for Hispanic Adults focuses on the rich variety of background and cultures within the Hispanic community. Each spot will feature the same voice to provide consistency, while the content of the spots features a different spotlight on the ways Hispanic community members can access healthcare. For example: one ad focuses on how UHC has resources for finding Spanish-speaking healthcare providers, and another is about the ways UHC serves everyone whether they qualify for Medicaid or Medicare or otherwise. The third ad focuses on UHC working with employers on fitting the needs of the Hispanic community and how they take action. Each of these three sequential ads will follow a similar structure and include similar opening and closing lines that act as consistent bookends. 

We See You - Black & African American Adults 18+

Because specific Black media outlets garner great influence over Healthcare within the Black community, this sequential series starts with a strong tagline in the introduction and CTA of each audio spot that says "We See You" before then head-on addressing the Healthcare inequities the Black community faces. Each spot will address a different concern over Healthcare, whether it's access or quality, and that issue (chosen from coverage in Black media outlets or by influencers) being addressed from UHC's perspective. The unique approach of taking headlines and directly responding to how UHC can assuage fears and concerns validates listeners'  feelings and provides an emotional connection and trust towards UHC. 

• Qualitative and Quantitative Research

• Ad Creative Strategy

• Creative Brief Writing

• Collaborative Internal and External Brainstorming

• Creative Thought-Starters Write-Ups

• Internal & Client Collaboration through launch

• Strategy’s pitch led to a $500k campaign IO which doubled as UHC’s first national ad campaign with SiriusXM Media

• Ad Measurement study results exceeded industry benchmarks.

• A25-55 found UHC to be very favorable post exposure.

• Sequential creatives ranked high in trustworthy, relevant, and empowering attributes.

• Parents with children 6-11 ranked high in intent scores.

• People who responded “yes” to care giving for a family member resonated strongly with all brand attributes and intent.