We know that no matter their age, everyone can find motivation to get healthy. So we created a film to build a brand and inspire seniors to find their own reasons to live healthier.

To show this, we created a film that takes us on a charming older man’s morning run; except that the route to the run is hard to understand, leading him to all sorts of unexpected places. The viewer doesn’t understand why he’s taking this route, but at the end of the film, we reveal that he was using a fitness tracker to create a sweet love note for his wife.

Our film “Love Notes” served as the heart of a multichannel campaign, which included TV, online video, social, programmatic OOH and cinema.

We introduced “Love Notes” on TV during Major League Baseball’s most prestigious event, the World Series. We optimized the film for online video, through paid social media channels, including Facebook and Twitter, and with digital OOH buys.

With programmatic OOH, we used heat mapping and behavioral detection to locate and serve creative messaging to our 65+ target. This ensured that our target would see our message multiple times over the course of their daily errands.

The campaign launched nationally on October 23, 2017, in the United States and is still ongoing.

Our film ran on broadcast television and was also distributed on Humana’s owned platforms, which included Facebook, Twitter, Instagram, YouTube.

The work rolled out on a national scale during the MLB World Series to foster social engagement.

The film launched online and on national television garnered more than 163 million impressions. The spot aired during the World Series and sparked an overwhelmingly positive response on Twitter, engaging more than 10 million people. It touched seniors as well as people of all ages (senior caregivers and relatives) with its heartwarming and inspiring message. The film even inspired seniors to create their own GPS “Love Notes,” which were posted in social channels.

In the first two months of the “Love Notes” campaign, we raised positive brand association by 7%, overall brand awareness grew from 69% to 77%, and we are just getting started.