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.

Delivery launched 11/30/15 and is currently still being used in our digital media. It was promoted and used as pre-roll on sites such as YouTube, Hulu, Vevo, ABC, CBS, Pandora and programmatic partners. These pre-roll spots were also accompanied by banners, encouraging viewers to click to see the full film. On CBS we had a homepage takeover of their NFL page with the Delivery pre-roll as well as a Delivery skin and banners. These assets were on the CBS site during the NFL play-offs, conference championships and even the Super Bowl. Delivery had a spot during the online live stream of the Super Bowl Championship game on CBS, and received a lot of positive buzz on social media. Delivery was also promoted on social channels, such as Facebook and Twitter. Through these efforts, Delivery garnered over 94 million impressions.