Plan of Attack:
For their crucial 2020 open enrollment season, New York-based health insurer Oscar wanted a full-court press to strategically cover the Los Angeles, Miami and Bronx markets. Street Attack devised a six-month local activation campaign supported by micro-targeted OOH media placements.
Using our proprietary Cultural Mapping process, we combined zip codes, census data and consumer profiles to build activity heat maps and identify high-value POIs. We then used geospatial data to identify key locations and migratory patterns within our target audience. This helped us determine exactly how, when and where to activate.
As specialists in street-level media, we were able to identify and secure specific locations near to hospitals and clinics. Because the areas we targeted had never been used as media locations, they stood out with much greater impact than a typical bus stop, billboard or poster wall. Additional locations near insurance broker storefronts helped drive foot traffic into those storefronts, increasing signups even more.
The resulting synergy helped us achieve significant gains in brand awareness, while establishing authentic human connections to communities and sub communities that aligned closely with Oscar’s brand ethos.