With the exception of the county where they were founded, PacificSource’s brand awareness was low relative to its competitors.
To make PacificSource a household name in its 3-state region, we needed to help set the brand apart from the typical Pacific Northwest approach to health insurance advertising. Bullet points, toll-free numbers and people smiling while fly fishing weren’t going to be enough.
By creating a visually arresting and humorous campaign that reinforced the brand’s human—as opposed to computer-automated – service—we increased the likelihood that consumers remember and consider enrolling with PacificSource for their health insurance coverage.
Justin Russell
creative director, pacificsource health plans
The true test for a concept? Its legs. Check out how the PacificSource campaign
rolled out across a variety of assets.
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