After the passage of the Affordable Care Act, UnitedHealthcare needed to go from B2B to consumer advertising. They weren't just selling to insurers anymore.
And that meant telling a more emotional brand story.
This led consumers to a simple and relatable idea: there are a lot of ways to get into the health care system. In fact, however they get in, there's a doctor's code for it. Thousands of them. By leveraging the codes, we highlighted some of the most unique ways into the system—in the most ridiculous manner possible—in print, digital, OOH and direct mail.