Back in 2012, Thrive Capital, the VC group behind Kickstarter and Instagram, brought their high-tech, entrepreneurial approach to one of the most reviled, yet vital, industries in America today, Healthcare. Named after founding partner Josh Kushner’s grandfather, Oscar set out to be every bit as friendly and approachable as the man himself, but with an ultra-modern, sleekly designed interface at its core.

Everything from the ad campaign to the ID cards needed to convey simplicity, sincerity and the sense that this was a truly unique product in a dreadfully cold and antiquated category.

Results: In year one, Oscar reached 45% awareness among its core audience, 5% total market share in NYC and 17,000 sign-ups. By year 2, the campaign brought in 40k members, and Oscar now boasts over one million members nationwide.