New York healthcare company Oscar's first television campaign targets new parents who are too frazzled to shop for health insurance.
The ad (created with SpecialGuest and 1stAveMachine) rolled out today and will run on cable and network stations in the New York and New Jersey areas. The spot will also be shown in New Jersey movie theaters and incorporated into a digital media buy with Spotify.
In the past, Oscar has used whimsical, animated characters in its print ads. With the new TV spot, however, the startup is shifting to a more serious tone, showcasing real parents who are trying to manage the logistics of caring for a newborn, including tracking prescriptions and finding nearby doctors' offices.
"For this campaign, [we] wanted to highlight aspects of the Oscar experience that only our members have had a chance to experience," said Veronica Parker-Hahn, vice president of marketing at Oscar. "We wanted to demonstrate how our digital product and concierge-style customer service help in navigating our members to better care."
Despite its tech roots, Oscar has used traditional advertising to boost brand awareness in the Tri-State area, including subway ads.
The health insurance marketer joins a growing list of tech brands that have turned to TV marketing in the past year. In November, Google's connected-home company Nest, as well as the wearable brand Fitbit, launched their first TV spots.
Check out Oscar's "New Parents" ad below.