Security Health Plan ‘Gibberish’ advertising series claims national honor for health care marketing
MARSHFIELD — Security Health Plan’s “Gibberish” series of television commercials received a gold award in the 2015 Aster Awards, which recognize excellence in health insurance and medical marketing.
Developed by the Madison-based advertising agency Lindsay, Stone & Briggs, the “Gibberish” series featured a man speaking unintelligible mumbo jumbo. As he continued to babble, a clear voice rose above his, promising that Security Health Plan will explain health insurance in easy-to-understand language.
The “Gibberish” television commercial campaign was used in early 2014 as thousands of Wisconsinites entered the health insurance market for the first time thanks to the Affordable Care Act. When the 2014 enrollment season ended, Security Health Plan had more new enrollees in the Health Insurance Marketplace than any other health plan in Wisconsin.
“While the ‘Gibberish’ ads had a humorous message, they were rooted in truth. Health insurance can be difficult to understand, especially for people who have never purchased it in the past,” said John Kelly, chief marketing and operations officer for Security Health Plan. “These advertisements with their straightforward message contributed to Security Health Plan’s enrollment success.”
The Aster Awards, one of the largest national competitions of its kind, is hosted by Marketing Healthcare for Today Magazine and Creative Images Inc. A gold award is presented to entries that score in the top 5 percent in national competition.
To view one of the “Gibberish” ads, visit bitly.com/