Friday Health Plans
aims to make members feel good, and its debut advertising campaign by Health & Happiness Agency LRXD
does just that.The new health insurance carrier created health plans that appeal to millennials and healthful-minded people by offering simple plan options with benefits they find most valuable—such as free doctor visits and free generic drugs. The integrated ad campaign focuses on “that Friday feeling” of being insured by a health plan built for the modern healthcare consumer.
“Thousands of people post every Friday using the hashtag #FridayFeeling,” LRXD creative director Andy Dutlinger explained. “After a long, draining week, it’s the one day when everyone frees themselves from the stress and worry of the week and welcomes the weekend with an explosion of positivity. By insuring their health with Friday Health Plans, members can get that same worry-free Friday feeling every single day.”
LRXD’s colorful creative uses illustrations and handwritten script to relay humorous yet compelling messages. “Shakin’ your booty ‘cuz your butt’s covered,” reads one featuring text flowing over someone’s rear. “When your insurance rocks as hard as you do” says another decorated with heavy metal hand horns.
Ads will appear on Denver billboards as well as transit, social and digital (display, pre-roll, radio and native) media. A guerrilla bar program will run in Denver as well.
“Buying health insurance can be intimidating and confusing, especially to younger folks who haven’t dealt a lot with healthcare in the past,” said Tracy Faigin, Chief Marketing Officer of Friday Health Plans. “We wanted our brand to be approachable and unexpected so they knew we were different and built for their lifestyle.”
The tone is irreverent, friendly, laid-back and fun. It’s simple to understand and appeals to healthy-minded individuals who purchase insurance for themselves and their families. Friday Health Plans sells its plans directly through its website, through brokers and on the individual health insurance marketplace.
Art Director: Drew Bentley
Media Planner: Drew Peterson
Senior Account Manager: Megan Gonzalez
Studio Manager: Valerie Hawks