The Medicare mailbag
Giving Medicare a little character.
Medicare comes with plenty of questions.
We figured answering them did not have to feel like Medicare advertising.
THE CHALLENGE
Medicare benefits can get complicated fast. Dental. Prescriptions. Travel coverage. Gym memberships. Money back in your Social Security check.
Viva Medicare needed a way to answer those questions simply while creating social content people would actually stop scrolling long enough to watch.
THE IDEA
The original inspiration came from watching Inside the NBA and imagining what would happen if Charles Barkley answered Medicare questions with that same loose, conversational mix of honesty, humor and personality.
Mr. Barkley was unavailable, but we found Grover.
Sitting in a local BBQ joint with a stack of letters, he answered questions from people all over Alabama in his own wonderfully laid back way.
We created seven short videos for Facebook and Instagram, each running roughly 20 to 40 seconds, along with an original Viva Medicare Mailbag jingle that opened and closed every episode.
The writing gave Grover the setup. His delivery gave us the character.
THE RESULTS
People watched. People laughed. And, more importantly, people responded.
The campaign drove 300% more leads.
It performed so well that Viva brings the concept back during every Annual Enrollment Period.
And Grover officially joined the ranks of award winning brand spokespeople when Viva Medicare Mailbag won an International Davey Award for Best Social Media Campaign.
Not quite Flo from Progressive famous yet.
Give him time.
Want Medicare creative with a little more life in it? Come talk to me and the CCG team. We know the rules, we know the audience and we still like having fun with the work.
Concept Development, Creative Direction, Copywriting, Storyboarding, Video Production,
Hi, I’m Marc.
I believe the best way to understand an audience is to talk to the people in it.
Research and data can tell you what people do, but a real conversation reveals their concerns and what matters enough to change their behavior.
The audience has used the brand. The spreadsheet has not.
I also believe calling Chicago deep dish pizza a casserole is sacrilegious.