Humana Senior Tour
Experiential Activation
Contribution: Concept, creative direction, copywriting
We wanted to spark conversation with Seniors and get them to think differently about Humana.
Research showed us that Seniors had grown tired of ageist marketing that portrayed them as blue-haired and bewildered. If we wanted to change perceptions, we couldn’t show up at an event with a Bingo machine. We’d need to treat Seniors like the passionate, engaged people that they are.
So, we posited, what if we invited “old” people to do stereotypically “young” activities?
Digital axe throwing
Seniors threw foam axes at challenges commonly associated with aging and medical insurance. After shattering a “problem,” the screen revealed how Humana’s services offered a solution. So it was reckless and informative!
Tattoo station
The basic idea: While browsing a book of temporary tattoos with a Humana Agent, Seniors would learn about Humana products and services.
I’ll admit, even though I loved the idea, I was skeptical that it would work. How many Seniors would really want tattoos—even temporarily? Turns out, this was the most popular station in our activation. At the National Senior Games competition in Albuquerque, I saw Seniors covered in tattoos walking all over the city.
Claw machine
Every kid-at-heart loves an old-fashioned claw machine. The catch? To get a token, you needed to speak with a Humana Agent.
Swing photo op
Choose your backdrop, take a picture, and we’ll send it to you. Simple idea, but the photo gave us another way to contact people who visited us. It worked: the experience generated a whopping 14% email redemption rate.
