create relevancy to compete and win share

a better you

WellCare is a different type of insurance company. While largely unknown to the public, WellCare’s members know them as the company that goes beyond traditional expectations of insurance to being a partner in helping them achieve and maintain their well-being.

To help WellCare grow their Medicare business, and stand out against higher spending, better branded behemoths Aetna, Cigna, Humana, UnitedHealthcare and others, we sought a campaign platform rooted in the very idea of “wellbeing” - going beyond what is typically thought of as healthcare, to help you create a better you. Without the power of large TV budgets, the idea had to communicate the idea simply, quickly and build equity over time. And, it needed to reflect WellCare’s belief that health care is personal – your definition and feeling of well-being is unique to you.

Ultimately, we created an icon…a character…Your WellBeing. A character representative of each person’s unique health potential…not perfect health, but well-being…the best you can be at this point in your life.
The WellBeing was developed across video, print, out of home, digital and direct mail formats, both in brand and direct response communications.
Success At A Glance
42%59% reduction in cost per acquisition

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