Healthy people over 65 feel like they’re getting less and less for what they spend in Medicare premiums. To retain current subscribers and gain new ones, Excellus BlueCross BlueShield needed to connect with this audience in an authentic way while communicating the value of their health plans.
We discovered that people over 65 feel an average of 12 years younger than they actually are, inspiring a simple experiment that helped us tell a new story.Watch the Video
We asked real people over the age of 65 to create their own T-shirts, revealing the number that represents how old they really feel. The results captured our point perfectly. Medicare subscribers aren’t about the years in their life, they’re about the life in their years.