UnitedHealthcare: Take Advantage

UnitedHealthcare, the healthcare and insurance company, stood out in a crowded industry by making older customers feel better about themselves in the US.

Campaign details

Brand: UnitedHealthcareBrand owner: United HealthcareEntrant company: Leo Burnett, ChicagoIdea creation: Leo Burnett Chicago, Chicago / United Health Group, MinnetonkaMedia: Horizon Media, New York / Eicoff, ChicagoMarket: North AmericaSector: InsuranceMedia channels: Online video, Social media, TelevisionBudget: 5 - 10 million

Executive summary

The Medicare Advantage marketplace gets more crowded every year. UnitedHealthcare needed to find a way to stand out. Our target—Boomers—are getting older, but definitely don't feel old.

Problem is, in popular entertainment and media, people 65+ are regularly shown as...

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