Insurance marketing in Illinois uses clever humor to appeal to Millennials

luck plan illinois insurance marketing health insurance

A new campaign is hoping to appeal to a younger demographic, using a little bit of “Luck”

A satirical insurance marketing campaign in Illinois has now been released to help to encourage younger adults to sign up for health plans under the Affordable Care Act, with ads featuring the “Luck” plan.

Get Covered Illinois is running funny commercials that end with the slogan “You’ll be okay, probably.”

This insurance marketing strategy includes ads that promote a fictitious “Luck Plan”, that shows young adults frolicking around Chicago wearing homemade splints made from rulers, casts made from cardboard and duct tape, and neck braces made from bubble wrap. But at the same time, they boast about how their health plan doesn’t require them to do any paperwork, they don’t have any premiums to pay, and they don’t face any deductibles or co-payments. They just count on luck.

These 30 second insurance marketing spots were placed on network television in the state.


The ads ran for the first week following the open enrollment of the insurance exchange. Millennials were specifically targeted by the ads, as their participation in the individual mandate of the health care reform had been quite low throughout its first year. That said, their participation is also vital to the success of the law, so the hope is to encourage that group of young adults to overcome their reluctance to sign up.

According to the chief marketing officer for Get Covered Illinois, Jose Munoz, the insurance commercials were created by Downtown Partners Chicago and were carefully crafted to reflect the results of recent research.

Munoz explained that “To get people’s attention you have to do one of two things — you have to be extremely funny or extremely offensive.” He added that “We went with funny.”

This insurance marketing campaign is an element of a $12 million advertising budget that has been designated to spread the message to “get covered” by way of various media such as TV, radio, print, and social networks. Other areas that ads will be displayed include billboards and on public transportation, said Mike Claffey, a state spokesperson.

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