Lawrence & Schiller 5280. The Extra Mile.

Get Covered

Situation:

In 2007, DAKOTACARE sought to reach an untapped market of 18-25 year-olds that believed healthcare insurance was a luxury and not a necessity. DAKOTACARE not only wanted to increase awareness for its affordable individual health insurance, it also wanted to educate young people that not having insurance could ruin them financially.

 

In 2007, DAKOTACARE sought to reach an untapped market of 18-25 year-olds that believed healthcare insurance was a luxury and not a necessity.   See The Creative

 Solution:

After extensive research, the “Get Covered” campaign was launched showcasing the cost of 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 quotes 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.
 

Results:

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.