Collateral/B2B and B2C
Organic Social Content
Disrupting the status quo.
In a time of such progress across most major industries, consumers expect brand transparency, seamless experiences, and access to information that informs smarter choices. Yet the health insurance industry is still believed to be confusing, bureaucratic, lacking in transparency, and is often characterized as prioritizing its own benefit above that of policyholders. As a disrupter of century-old industry norms, Sidecar Health is rewiring how health insurance works to meet the changing needs and priorities of today’s savvy consumers.
They needed a powerful challenger brand strategy that would inspire people to venture a new way of navigating their health insurance and empower them to take control over their costs and choices. So they chose Glue IQ to help them shape and tell their story, and to launch their fresh, competitive alternative into the nuanced world of ACA.
Marketing common sense that’s not so common yet.
Sidecar Health is modern, common-sense insurance that offers first-of-its-kind access and transparency to all. Their model boldly breaks with the conventions of the category in both available benefits and the processes by which to make the most of them. To drive consideration of these unfamiliar elements, we would also need to break with traditional category narratives and marketing tropes.
We targeted progress-minded people who are open to questioning the paradigms of the status quo, and pride themselves on life hacking the everyday things that other people settle for. And we emboldened them with a battle cry with which to rail against the category establishment: Healthcare that’s finally fair. This bigger-than-just-a-product platform validated doubt in traditional competitors and helped galvanize an audience of people who didn’t want to take it anymore.
The narrative platform served as a compelling throughline across all communications. From organic social media content that educates on the unique nature of the product and processes, to inspiring content that rallies the audience’s zagging worldview, to a strong performance marketing launch into ACA campaign across television, digital channels, email, direct mail, and print collateral that enlightened the world that insurance doesn’t have to feel tricky. Finally.