Best Multichannel Campaign (Large Product Size) of 2016
Leo Burnett, Periscope, and UnitedHealthcare
UnitedHealthcare Multichannel Campaign
The Ways In campaign was UnitedHealthcare's first consumer advertising effort. The approach of poking a little fun at the complexity of the healthcare system really paid off — the campaign drove results that exceeded 12-month goals by more than 200% across all metrics in just nine months.
The creative uses real medical codes (ICD-10 codes), such as “activity involving dancing and other rhythmic movements” and “accidental fall into a storm drain or manhole,” to show funny stories about ways people can get into the healthcare system.
Assets also highlight how the company makes the system less confusing, less expensive, and more human.
Judges hailed the team for coming up with such a brilliant idea and executing it flawlessly.
“It's real, funny, and human,” one judge explained. “It made me want to do business with UnitedHealthcare.”
An agency representative noted the campaign went viral immediately after its March 2015 launch. It drove 97% ofthe health insurance category's earned digital engagement (search, social commentary, and organic video views)with only 25% of category spend.
Eighty-one percent of social comments were positive, compared to the category average of 65%. At awards submission time, campaign ads had 79.5 million online views, 15.7 million of which were earned.
Saatchi & Saatchi Health and Allergan
Real Expressions Campaign (Allergan Facial Aesthetics)
Research revealed that fear of losing facial expressiveness stops many consumers from getting non-surgical aesthetic treatments. This campaign's focus on real patients' unretouched spontaneous facial expressions after treatment with Allergan products helped overcome the barrier. Judges appreciated the smart use of real patients and found the creative fun and approachable.
Area 23 and Bayer | The Silent Era
CDM New York and Valeant Pharmaceuticals | Gut Guy: Generating Diarrhea Discussion (Xifaxan)
Evoke Health New York and Celgene | Otezla Showing Multichannel Campaign
Leo Burnett, Periscope, and UnitedHealthcare | UnitedHealthcare Multichannel Campaign
Saatchi & Saatchi Health and Allergan | Real Expressions Campaign (Allergan Facial Aesthetics)