Challenge:

The Insurance Store, which had previously sold only Medicare Advantage products, needed a fresh way to target younger individuals for its new line of health insurance plans. Finelight was enlisted to create an entertaining marketing piece that would illustrate the unexpected ways in which health insurance comes in handy.

Results:

Finelight developed a series of viral videos starring one sneaky cat and several uninsured, and unsuspecting victims. The spots, and the accompanying website, humorously reinforced the need for insurance, even among young and financially struggling individuals.