The new insurance plan, Obamacare,
affects millions of U.S. Citizens. There is an attempt to advertise the
benefits of this new plan and to get people to enroll. The new campaign “Got
Insurance?” was developed to support Obamacare. I think this campaign wasn’t executed
very well. Using the repeated tag line “got insurance?” relays my thinking back
to the famous “got milk?” ad campaign. Using a new tag line would have
differentiated their campaign. The individual ad I thought was the worst one
was the keg stand ad. An article on adweek.com pointed out the controversial nature
of the ad, but also that one of their target market may pointless. Under Obama
Care, people can stay on their parent’s insurance until the age of 26. By 26
most people have graduated from college, so targeting college students to
enroll isn’t necessary. Not to mention the two ads targeting this target market,
especially the keg stand ad, seems outrageous. This article also pointed out
that this campaign is gaining media attention due to being “mildly controversial”.
Due to the media attention, there is a better chance that they’re target market
will hopefully at least think about healthcare.
When correlating this campaign to the Hierarchy
of Effects, the ads do a good job providing knowledge to the participant of the
value proposition. The ads show situations that could put a person at risk, in
which they would want and need insurance. It is focused on the behavior of the
consumer explaining the person in the ad is like you and has insurance, so “now
you can too”. Also, this campaign is linked to the site thanksobamacare.org,
which does a good job of explaining its value proposition. On “Thanks, Obamacare”
home page it provides 10 short, easy to understand reasons of what Obama care
does for U.S. Citizens. Keeping it simple and clear, the website effectively explain
the benefits of their service.
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