Every other U.S. health insurance company has ads featuring serious, uplifting vignettes of happy old people, laughing babies, dogs, cats, vague promises of “wellness” and music tracks with xylophones. We decided not to do any of that. We figured showing people getting hurt and needing to use their health insurance might be a bit more motivating.

Note: The codes are real diagnosis codes. They’re from an international medical classification system (ICD-9) used by doctors, hospitals, insurers, and public health authorities.

The "Lab Partner" effort launched on October 5, 2015 and was promoted through February 28, 2016 across multiple video channels, segmenting the Spanish and English language creative. YouTube, Hulu, Vevo and other programmatic partners targeted audiences based on language preferences.

Two highlights: 1) On Vevo, we took over the Grammys “Up and Coming Playlist” page with pre-roll units, a custom “Lab Partner” skin and banners driving to “See a story you could write a love song about.” 2) On Pandora, banners drove the audience to UHC.com to receive a free download of the “(What A) Wonderful World” cover by indie band Ezra Bell.

“Lab Partner” was also promoted on Facebook and Twitter, targeting Oscar viewers, as our spot was also running on the broadcast.

Through this digital program, Lab Partner garnered over 44 million impressions.

Reach: The combination of the 30-second and 60-second versions of “Lab Partner” had more than than 44 million English-language impressions (there was also an effort in Spanish). Achievement against business targets: Based on Google’s Brand Lift methodology, “Lab partner” :30 had a +13% lift in awareness (vs those not exposed), and a +18% lift in consideration (vs. those not exposed), well above the “best-in-class” benchmarks set in the Health Care category.