Leo Burnett, Periscope, and UnitedHealthcare
UnitedHealthcare Multichannel Campaign
From insight to results, Ways In was a brilliant campaign. By a clear margin, MM&M judges scored this entry the highest of the more than 600 entries submitted for this year’s awards.
“This campaign raised the bar for what it will take to break through for other advertisers in this category,” one judge said.
The creative concept centers on using 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 ways people can get into the healthcare system and how UnitedHealthcare can help make things easier. The tagline line is, “No matter how you get into the healthcare system, we can make it simpler.”
The multichannel effort — UnitedHealthcare’s inaugural consumer brand advertising campaign — launched in March 2015 with the TV commercial Our Song. The hilarious ad shows a couple crashing to the floor (taking their dinner table down with them) after attempting to re-create the famous dancing lift scene from the movie Dirty Dancing.
The spot immediately went viral, becoming the most shared ad in the world for three weeks. It also garnered significant earned media coverage.
With only 25% of category spend, the campaign drove 97% of category engagement and hit record levels of awareness, trust, and brand impression. In just nine months, it exceeded all 12-month communication goals by more than 200%.
An agency representative noted that the team felt likability and humor would be keys in establishing an emotional connection and building trust with the campaign’s very broad target audience — all U.S. adults 18 and older.
At awards submission time, campaign ads had reached 79.5 million online views, 15.7 million of them earned. Eighty-one percent of social comments were positive, compared to the category average of 65%.