Scaling great heights to spread UnitedHealthcare's message

When UnitedHealthcare launched Belay, its first direct-to-consumer insurance product, the company engaged Padilla Speer Beardsley to create a consumer-awareness campaign in two test markets, Cleveland and Chicago.

Belay was created to cover working, single people between 35 and 54, so Padilla designed a campaign to capture the attention of that market.

The product's name was derived from the rock-climbing term "on belay," meaning secure. Padilla developed that theme into a series of unique events, including shopping-mall demonstrations by a world-class rock climber. Guerilla marketing teams - dressed in rock-climbing gear - also spread the word about Belay at sports restaurants, near home improvement stores and at other venues.

News of the kick-off events reached more than 18 million consumers, and press coverage included the Cleveland Plain Dealer, Chicago Sun-Times, Chicago Tribune, Crain's Business and CBS News.

The events were so successful that UnitedHealthcare is launching Belay in two additional markets in 2007.