Barrier 3:
The customer doesn't care.

ConnectiCare introduced a new concept: 100% coverage. And the competition offered only 80%. But the customers said: “Who cares?”

That’s because customers were used to 80% coverage, accepted it, and didn’t want to hear about an alternative. So, I creative directed a campaign to cause dissatisfaction with 80% coverage in order to give ConnectiCare a competitive edge.  

This unexpected creative approach made ConnectiCare’s 100% coverage relevant because it made 80% unacceptable. 

Results.

Enrollment increase was double the client’s aggressive goal.