Viva Medicare Boomers
More benefits. More savings. One unexpected roommate.
Turning 65 came with some nice surprises. More benefits. More ways to save. And, unfortunately, an adult son who decided moving back home sounded pretty good too.
We turned that very relatable family dynamic into a series of spots that made Medicare benefits easier to understand and a lot more fun to watch.
THE CHALLENGE
Turning 65 comes with plenty of questions about Medicare. It also comes with a lot of advertising that looks and sounds exactly like Medicare advertising.
Viva needed to reach people aging into Medicare with a message about saving money and getting more benefits, without losing them in another list of copays, allowances and coverage details.
THE IDEA
We created a couple people could actually relate to.
They had recently turned 65, found Viva Medicare and were enjoying the extra benefits and savings that came with it. Retirement was looking pretty good.
Then their adult son moved back home.
Across three spots, we used humor and a familiar family dynamic to make benefits like $0 premium plans, OTC allowances, dental, vision and hearing coverage feel less like Medicare fine print and more like part of everyday life.
The continuing characters gave the campaign a personality, while the humor gave people a reason to keep watching long enough to hear the benefit message.
THE RESULTS
The spots got attention where it mattered. Calls increased when they aired, website traffic climbed and age in enrollments increased during the campaign period.
We extended the campaign across Facebook and Instagram, giving the characters and the humor another place to reach people approaching Medicare eligibility.
Most importantly, the campaign proved that Medicare advertising can explain real benefits, drive response and still make somebody laugh.
Concept Development, Creative Direction, Copywriting, Storyboarding, Video Production, Media Placement
Hi, I’m Marc.
Scriptwriting is one of my favorite parts of the job. I’ve watched Saturday Night Live since I was a kid, and I still love how quickly a great premise, a few characters and some well placed humor can pull you into a story.
That probably explains why I’m always looking for the funny, relatable, human part of a script.
I’m also just 5'8" despite this photo making me look like I could play power forward.
