Agency: HackerAgency (FCB/IPG)
Client: Regence BCBS
People who are retiring now will live, on average, 30 years more than their grandparents. That’s a whole other adult lifetime that they have to live, love and enjoy everything they didn’t have in their youth. And, for the next 20 years, 10,000 Americans are going to be turning 65 every single day.
It looks like Medicare marketers have a revolution on their hands.
In 2012, Hacker was asked to participate in an RFP for Regence Health Care’s Medicare business. Our original ask was to produce a new brand for Regence that made them stand out in the marketplace. To do this we dug through our research and developed an entire campaign centered on these newly empowered seniors — these are the same free spirits that brought us the decade-long revolution that was the 1960’s.
These seniors are people who have always gone their own way. They’ve always blazed their own trail. And they, more than any other group who came before them, have the power to “Own It.”
To get this empowering message out there, we proposed a wide array of mixed media executions. Including TV spots, print, online advertising and — a first in Medicare marketing — social.