THE CHALLENGE

Medicare advertising has a very familiar visual language. Smiling couples. Grandkids. Maybe somebody riding a bike if things are getting really adventurous.

For Viva Medicare, we wanted to create something that still communicated happiness, comfort and confidence, but looked nothing like the Medicare ads surrounding it.

THE IDEA

If choosing the right Medicare plan means having fewer things to worry about, then you should be able to rest pretty comfortably at night.

Maybe even sleep like a baby.

So we created intentionally surreal, baby-like versions of older adults sleeping peacefully while the headlines connected that feeling of comfort to Viva Medicare benefits.

The campaign can move from money saving benefits to fitness, support and other plan features while every execution comes back to the same emotional promise: choose a Medicare plan that helps you worry less and rest easy.

The work will run exclusively across Facebook and Instagram, where we know our audience is spending time, and every ad leads to a landing page built with the same imagery, language and personality so the experience feels connected from first impression to next step.

WHAT HAPPENS NEXT

The campaign launched October 1 for AEP, so the results are still sleeping peacefully for now.

We’ll be watching engagement, traffic and lead performance closely once it goes live.

Then I’ll come back and replace this paragraph with some hopefully very awake numbers.

Want Medicare creative that looks different from your competitors? Come talk to me and the CCG team. We know the rules, we know the audience and we love having fun with the work.

Concept Development, Creative Direction, Copywriting