OSCAR HEALTH: POP-UP CARTS
ENGAGING CONSUMERS WITH A SMALL FOOTPRINT + BIG IMPACT
BRAND ACTIVATION | EXPERIENCE POP-UP
Oscar was the first direct-to-consumer 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 launched their open enrollment campaign centered around face-to-face interactions with would-be clients in target markets, they hired us to translate their digitally-based brand identity into physical activations. As a part of the larger project, we were hired to design a fleet of pop-up carts which came to life in a variety of locations across New York City, Miami and Los Angeles over a two month period.
Even when the rear portion faced the street, the cart served as a billboard and beacon for the Oscar brand.
The carts were designed to be part of a larger collection of branded elements that could pop up virtually anywhere.
THE CARTS WERE DESIGNED TO POP UP QUICKLY + EASILY WHEREVER POTENTIAL CLIENTS MIGHT BE.
The core strategy of Oscar’s open enrollment carts was for brand ambassadors to pop up quickly and easily virtually anywhere where would-be clients might be found. With a focus on ‘showing up wherever they are,’ we set to work designing carts that were self-contained, stood out, and would be durable enough to move from place to place on a daily basis.
Our first challenge was to create a visual center and materials palette to be used across the carts and other physical elements of the campaign. Staying true to Oscars brand identity, we focused on colorful, organic shapes across the designs and used cartoon people from existing assets to add interest.
Simple pegs and durable, painted wood allowed the carts to be flexible and durable over two months of heavy use.
The branded umbrella and colorful pennant flag added interest and made the carts like a branded beacon.
The carts were mainly intended for brief face-to-face conversations with brand ambassadors as they handed out swag, so we kept the design simple, and used a wooden peg system for maximum flexility in displaying give-aways that would change based on market and inventory.
Topping off the carts was a colorful pennant flag designed to easily blow in the breeze. An umbrella, which provided shade and rain cover, supported a flip out table with stools for informal conversations.
In addition to the pop-up cart fleet, we also designed a mobile pop-up lounge activation featuring branded VW vans which came to life during the same time period in Miami and Los Angeles. In total, the carts and lounges popped-up in nearly 175 locations over two months.
BRANDED BEACONS THAT CAN SHOW UP VIRTUALLY ANYWHERE SHOULD BE AT THE CENTER OF ANY BRAND’S POP-UP STRATEGY.
Needing to pop up on varied terrain meant the cart’s core structure had to be designed and built with ‘off-roading’ in mind.
Brand ambassadors reported lots of interest from passers-by due to the whimsical nature of the cart’s design.
A peg system was created to flexibly display swag in varying configurations based on specific markets and available inventory.
AT-A-GLANCE
CLIENT: Oscar Health
TYPE: Brand Activation
LOCATION: Miami, FL / Los Angeles, CA / New York City, NY
ACTUALIZATION: Four-month retail pop-up, open to the public.
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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