Aetna Life Insurance Company

Ogilvy & Mather *Lead Agency

Dan Brenikov, Associate Director, Engagement Strategy
Melissa Peterson, Management Supervisor
Katie O'Keefe, Senior Art Director
Jim Thompson, Group Creative Director, Creative
Karen Goodman, Senior Producer

EffectiveUI

Neo@Ogilvy

Angie Ossip, Group Planning Director, Planning
Shannon Czaplicki, Search Supervisor, Search

OgilvyOne

Michelle Wiles, Engagement Planner

The Affordable Care Act means that health insurance will increasingly be sold directly to consumers instead of through their employers. For health insurers this presents a problem, because most consumers simply don't trust health insurers or anything they say. To tackle this distrust, Aetna behaved as if they weren't a health insurer, with a campaign that was unexpected in every way. By behaving differently, Aetna engaged more shoppers and captured a bigger share of the market.