This is awesome on so many levels.
We all know selecting and using health insurance is a nightmare. Too much paperwork. Perpetually increasing costs. So-called easy sign-up sites that never work. Incomprehensible stipulations. Arcane coverage guidelines. Is it really any wonder why some people just decide to try their luck and go without insurance?
Well, that’s exactly the genesis behind the newly-introduced “Luck Plan.” Available to Illinois residents, the plan is geared toward those who can’t stand paperwork, those who hate to pay co-pays and, yes, those who hate to pay monthly premiums. Yes, a plan “with no real health care of any kind.”
No, it’s not an actual health plan, but it is an ingenious and hilarious new Millennial-focused campaign from Downtown Partners Chicago for Get Covered Illinois, the state’s Affordable Care Act insurance marketplace.
The campaign launched with a hilarious digital ad (the first of four) and will be followed by four TV spots, online video, three radio spots, four print ads, four OOH boards and, most amazingly, an incredibly witty microsite called LuckPlan.com.
On the site, there’s every bit of hilarity you’d expect. There are funny “quotes” from plan participants; a Pick Your Plan section with all the usual plan choices that also doubles as lead generation; a Find A Doctor section which lets you know all the doctors you can’t go to; a Get A Quote section that certainly delivers quotes but not the kind you were expecting; an As Seen on TV section where you can view the initial video and the three yet-to-be-launched videos; and a Plan Benefits section which leads to, yes, a 404 page.
If you click “Sign Me Up” or “Get A Plan” atop the site, you are directed to a landing page which says, “Luck is not a health plan. It’s time to get real, quality health coverage you can actually afford.” You are then directed to the actual Get Covered Illinois site where you can find out more information and enroll.
The online effort also includes a Twitter account, which includes witty health plan humor and this nugget of wisdom:
Luck Plan Health Tip: Football players get hurt all the time. Don't play #football or #GoOutside — My Luck Plan (@luckplan) November 17, 2014
Pretty much everything to do with healthcare is a nightmare. This effort admirably attempts to ease some of the pain.
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