OSCAR HEALTH: MOBILE ACTIVATIONS
ENGAGING CONSUMERS THROUGH A MOBILE, BRANDED LOUNGE
BRAND ACTIVATION | MOBILE POP-UP
Oscar was the first direct-to-consumer U.S. health insurer, pairing member engagement with the ease of technology. Oscar’s mission is to provide a simpler and more affordable health insurance experience for more people across the U.S.
When Oscar sought to create face-to-face interactions with would-be clients in target markets for open enrollment, they hired us to translate their digitally-based brand identity into a set of physical brand activations. As a part of the larger project, we were hired to design a mobile lounge experience which came to life in a variety of locations across Miami and Los Angeles over a two month period.
The various elements of the activation were designed to work together or separately, flexing based on the needs of the day.
To provide a sense of space, a large branded rug was designed from weather-proof material to create and outdoor room.
HOW CAN A DIGITAL-FIRST BRAND COME TO LIFE IN A TEMPORARY POP-UP THAT ENCOURAGES INTERACTION + CONNECTION?
With a long list of physical elements to be included in the experiences, our first challenge was to create a visual center and materials palette to be used and an organized kit of parts that would feel cohesive in any number of combinations, and remain in good condition over the duration of the open enrollment campaign.
We stayed true to Oscars brand identity focusing on colorful, organic shapes across our designs and using cartoon people from existing assets on various panels for the space. The quirky draw of the space was a pair of vintage VW vans we wrapped in Oscar colors and messaging, which doubled as a place to store swag and collateral.
A dimensional brand ‘beacon’ was designed with interlocking wood pieces to create a center piece for the lounge.
The interlocking wood and peg system provided flexibility across various elements in the lounge to meet different activities each day.
The concept needed to flex and adjust based on the needs and available space for each day’s activation—one day the pop-up might be at a small farmer’s market, and another at a large outdoor shopping district. Pieces that weren’t being used had to break down easily for storage and then be rebuilt quickly. Our solution was to design different elements from dimensional brand art and storytelling panels, to swag displays and furniture that could be assembled and reconfigured using simple slots and pegs rather than hardware like screws.
We sourced furniture from a variety of vendors that was bright, organically shaped, and unexpected. With any number of possible weather scenarios, we carefully selected pieces that were durable, wind-resistant, and easy to transport.
In addition to the mobile lounge activations, we also designed a fleet of custom branded pop-up carts which were activated during the same time period in Miami, Los Angeles and New York City. In total, the carts and lounges popped-up in nearly 175 locations over two months.
THE LOUNGES BECAME THE TALK OF EVERY FARMER’S MARKET AND OUTDOOR YOGA CLASS PULLING PEOPLE IN TO DISCOVER WHAT THEY WERE ALL ABOUT.
Every detail of the space was designed to embody the Oscar brand, down to organically shaped signage.
The full lounge included a seating area and ‘swag shop’ at one side, and a table and chairs at the other, separated by a dimensional wooden brand ‘beacon.’
A detail of the dimensional wood brand ‘beacon’ which was created using interlocking wood, stained with paint for durability.
AT-A-GLANCE
CLIENT: Oscar Health
TYPE: Brand Activation
LOCATION: Miami, FL + Los Angeles, CA
ACTUALIZATION: Mobile brand activation centered around a branded VW van and outdoor lounge space.
PARTNERS: Franklyn / Stoelt Productions / Street Attack
OUR ROLE:
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Production Management
Installation Oversight
PROJECT GALLERY
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