On any given day, you could break your toe, get the flu, or be in a spacecraft accident. No, really. There’s an actual medical code for each of those.

There’s also a code for falling into an open manhole, hurting yourself intentionally with a paintball gun or experiencing the toxic effects of salt. There are more than 76,000 official ICD-10 codes. They’re used by doctors, hospitals, health insurance companies and public health authorities globally to classify ailments. Each of these “Ways in” has its own code. If you’re bitten by an orca, for example, code W56.21XA will be noted on your medical record.

We took those real codes and used them to tell funny stories of the ways people got into the complex health care system, like encountering cult hero Chuck Norris. And, once they were in the system, we showed how UnitedHealthcare helped make it work better for them.

Period of time: 16/01/2017 to 03/04/2017

Multi-channel sponsorship of SAG Awards, Grammys, Oscars and other events. Cross-channel video (linear and digital), as well as high-impact custom digital units developed for the official sites of these events.

“Lunch vs. Chuck Norris” dominated the category with:

• 13.5MM Total online views (6.3MM earned)

• 49,000 Social actions (Sentiment 89% positive)

• 311,000 Searches

• Engagement score 9.7 (industry average 4.2)

In planning our digital activation for “Lunch vs. Chuck Norris”, we prioritized a series of live, high-profile events. Not only were these high traditional viewership opportunities, these events had also become critical cultural moments that generated talk value across our audience’s social platforms.  People weren’t just eager to watch; they wanted to be first to share their opinions with friends, family and the world at large. Within these moments when people were simultaneously on TV and online, we saw our greatest opportunity to expose digitally savvy adults 25-54 to our campaign’s humor and message of simplicity, moving them to engage and share.

The health insurance category in the United States is challenging.   People don’t want to deal with it – health insurance is complex, confusing, and costly (some Americans spend nearly 25% of their income on health care expenses; Kaiser Health News, 2016)

Judging from health insurance category ads, you’d never know this.  Happy scenes of healthy people and vague promises of “wellness” are the norm. We busted those conventions by using humor.  And by telling stories of people who’d been injured and needed to use their health insurance.  When they did, we showed how UnitedHealthcare made health insurance simpler, easier and less expensive for people to use.

With “Lunch vs. Chuck Norris”, our goals were to increase engagement with brand content by:

• Gaining online views, searches and social actions

• Propelling UnitedHealthcare to category leadership in digital share of voice