Brand: EmblemHealth
Team: Jack Morton Worldwide
Context
In a crowded health insurance market, competing against major national competitors as well as smaller community oriented health plans, EmblemHealth was looking to connect with New Yorkers and convey its purpose through a human approach while also driving leads for open enrollment throughout the year. We were tasked with developing an omnichannel platform to reach the brands audiences on and offline, as well as overseeing all media buys and inter-agency planning for EmblemHealth’s integrated brand campaign.
Insight
The insight behind our creative platform was the unique human truth that improving personal health starts with small, every day steps - and that a health insurance brand has the permission and the obligation to encourage this.
From a media and comms standpoint, it was crucial that our media mix was hyperlocal to specific zip codes, customized to multiple audience segments (like young families and millennials), as well as integrated across traditional and innovative communications touchpoints.
Special note: I was lucky to work hand in hand with our phenomenal team of creative partners who made this work always look and sound amazing. Kudos to them.
Creative Team: Tomas Larsson, Blair Dempster, Kylie McAdams, Ethan David Kent, Arthur Kramer, Amin Aliabadi
Solution
To position EmblemHealth as a helpful, friendly community partner to its audiences, we developed the “Emblem Health, Official Sponsor of Small Steps” integrated platform - and invited participants to take a journey of “small steps to wellness” throughout the city every day. The platform debuted through the Small Steps app, and was then delivered through 130+ experiences over the course of the fiscal year.
To further support this, the platform coincided with the What Care Feels Like brand campaign, full management of all social and digital media, and a full spectrum of integrated media across OOH, TVC, Radio, Search, PR and social influencer engagement.
Results
130+ experiences, reaching over 100,000 people
10,000+ leads generated
