Kaiser Permanente had a brand problem: How do you market health insurance to a younger audience that seldom thinks they need it?
The solution? Recommend they partner with the fastest growing sports platform and talk less about reactive medicine and more about proactive health.
With that focus and through the lens of basketball, I developed the strategy (and subsequently the tagline) for our :30-spot for the NBA playoffs touting, When it comes to your health, offense is the best defense.
In addition to the :30 spot, we also developed pre-roll media teasing the spot and a landing page to learn more about the partnership that included a bunch of free shareable content that people could use on their own social channels to motivate others.
The page also included a few vignettes of the actors we used in the spot discussing what they do to proactively stay healthy, which were featured across Kaiser Permanente’s social platforms.