UnitedHealthcare: Ways In brand campaign

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.

Advertiser: UnitedHealthcareAgency: Leo Burnett ChicagoCountry: USA

Objectives

A NEW DAY IN HEALTH INSURANCE

In the United States, health care reform created by the Affordable Care Act (ACA) brought ground-breaking change to the American people and to health insurance companies like UnitedHealthcare:

  • First, the ACA extended coverage to millions who were previously uninsured. It also gave many Americans greater choice in choosing who would provide their coverage. This meant that health insurance companies, many for the first time ever, needed to drive brand preference to attract and retain members. This was true among individual consumers, as...

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