Plan B™
The Agency Alternative
Virgin Life Care
Playing Through www.virginhealthmiles.com When Humana teamed up with Virgin to launch a new concept in health insurance called HealthMiles Plus, which combined an individual health insurance plan with a ‘health rewards’ program, they required a full-blown launch campaign to educate the independent insurance agents who sell their policies — a process that was normally about as exciting as… well, an insurance seminar. Due to the high profile of the Virgin brand, Humana realized their typical ‘coffee, donuts and a PowerPoint’ agent presentations wouldn't suffice. So they tapped Plan B to develop a campaign that would stoke agents' interest in the plan, while teaching them the new terms and concepts they would need to explain to their customers in order to sell the plan effectively. To complicate matters, the tight branding guidelines of both Virgin and Humana required that our creative strike a delicate balance between the two partners, while still remaining engaging and fun. Our concept, ‘The Extend Your Range Invitational’, employed a golf theme that appealed to agents' competitive nature, while forming the basis for a multi-channel campaign that incorporated printed materials, direct mail, a series of agent events held at golf clubs around the country, and a Flash website with a tutorial and an educational driving range game. We created a suite of materials, from environmental signage to a live-action driving range game, which immersed Agents in the new product, helping them ‘live the brand’ with a depth that ordinary training campaigns could never achieve. Additionally, our design leveraged the strength and contemporary appeal of the Virgin brand, without stepping on Humana’s hard-earned credibility as a leading insurer. Agent response was overwhelmingly positive, driving unprecedented interest in a new Humana product and helping the company enhance their brand reputation for quality and innovation among their Agents.