Case Study
DAKOTACARE R U covered?
The Challenge
How do you convince 18-25-year-olds that having health insurance is important? This group is typically healthy and thinks they are invincible. To add to that, many are young professionals and college students that don’t think they can afford health insurance. Insurance is seen as a luxury they can live without. Seeing the need to educate this market and wanting to increase awareness for its individual health insurance offering, DAKOTACARE and Lawrence & Schiller launched the Get Covered Campaign.
The Solution
After extensive research, the “Get Covered” campaign was launched showcasing the cost of an uncontrollable medical conditions (appendicitis, gall bladder surgery, C-Sections, etc) through radio, television and billboards. The creative touted that “life’s risky” but not having health insurance is even riskier.
To compliment this effort “Body Cast Guy” and his street team were deployed to several events around the city of Sioux Falls, SD. A college student wrapped in a body cast was wheeled around events telling curious onlookers that he was injured and had no insurance. Additional street team members passed out cards that showed how affordable DAKOTACAREONE really is compared to the cost of an unexpected surgery.
To increase the viral value of the Body Cast Guy promotion, a text messaging element was added to the campaign. Individuals who encountered Body Cast Guy were given a band-aid handout with the keyword “Ouch.” Participants could text the keyword to enter to win a $500 gift card. Once they opted-in, consumers received additional text messages about the affordability of DAKOTACAREONE. Contact and links to free online quote were also included in each message. A new “Body Cast Guy” page was also added to the website so individuals could enter the prize drawing, submit photos and stories.
The Success
Body Cast Guy was present at a total of 10 events in Sioux Falls from May 30 - June 28. Over 2,000 “ouch” cards were handed out for a total of 138 text registrants. The “R U Covered” campaign page on the website had 761 hits and 61 registrants. DAKOTACARE also reported that the month of June was the best month of the year for enrollment in DAKOTACAREONE. At the South Dakota Addy® Awards, Body Cast Guy won Best of Class for Non-traditional Marketing.
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