Lifewise Health Insurance Sells Reliability with Boredom
Katie Cordrey — April 25, 2010 — Marketing
The boringly good ad campaign is simply brilliant marketing: In the most recent in a series of advertisements for Lifewise Health Insurance, the dance troupe Kontagious Movement makes its moves in the background while a nerdy, pocket-protector kind of guy explains the 'boringly good' reliability of Lifewise Health Insurance.
The boringly good ad campaign is the work of Interactive Creative Director at Seattle's Copacino + Fujikado, Nicholas Cryder. It is entertaining, informative and above all, wonderfully creative.
Implications - When thinking about advertising, the word boredom is not the first adjective that comes to mind. But sometimes the smoke and mirrors of the ad world do not convey the right message to consumers. Such is the case for Lifewise, where boredom is a virtue and inherently attention grabbing advertising.
The boringly good ad campaign is the work of Interactive Creative Director at Seattle's Copacino + Fujikado, Nicholas Cryder. It is entertaining, informative and above all, wonderfully creative.
Implications - When thinking about advertising, the word boredom is not the first adjective that comes to mind. But sometimes the smoke and mirrors of the ad world do not convey the right message to consumers. Such is the case for Lifewise, where boredom is a virtue and inherently attention grabbing advertising.
Trend Themes
1. Boringly Good Ad Campaigns - Opportunity for brands to use boredom as a virtue to grab consumers' attention in advertising.
2. Creative Marketing Strategies - Innovative approaches to advertising that combine entertainment, information, and creativity to engage consumers.
3. Reliability-focused Messaging - The use of reliability as a key selling point in advertising campaigns to build trust and loyalty among consumers.
Industry Implications
1. Health Insurance - Disruptive innovation opportunity: Develop captivating ad campaigns that highlight the reliability and benefits of health insurance plans.
2. Advertising and Marketing - Disruptive innovation opportunity: Explore unconventional advertising techniques that embrace boredom as a virtue to create memorable campaigns.
3. Creative Arts and Entertainment - Disruptive innovation opportunity: Collaborate with creative performers and dance troupes to integrate entertainment into advertising for a unique and engaging consumer experience.
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