client:
EmblemHealth & Advantage Care Physicians
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service:
Creative concept development and art direction
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industry:
Health care and insurance
The Ask
Present a fresh way to think about and uniquely present the EmblemHealth brand and efficiently communicate it to the market - one that leverages their strategic assets and established credibility and authenticity, but pushes it to the next level.
Research Phase:
The Work
EmblemHealth's Branding Challenge
• Establish credibility and authenticity and push the brand to the next level
• Appeal to a variety of audiences from consumers to key opinion leaders
• Show value to members and prospects
• Build EmblemHealth’s equity but also not dilute the brand of other brands
• Address reputation issues
EmblemHealth's Strategic Assets
Target Audience:
For those concerned about their health, but often unsure or uninformed about what to do or whom to trust
• Not-for-profit standing
• Local NY-based health and wellness company
• Over 75 years of service to Tri-State consumers
• Leader in value-based care
• Unique affiliation with ACPNY
• Emblem the Wellness Dog
• The heart to do the right thing
• Internal cultural and operational challenges
• Wants to journey with its members (as desired by members)
POSITIONING:
RAISING THE BAR ON EVERYDAY HEALTH
• Leverages audiences’ desires for a company willing to do right by them and help them along the way
• Allows EmblemHealth to showcase its caring nature and heart to do the right thing
• Creates the conditions for EmblemHealth’s way of doing things to be desired and appreciated
• “Raising the bar” demonstrates EmblemHealth is expecting more from itself and the category to truly help people
• “Everyday health” highlights the desire and ability of the brand to meet consumers where they are physically and in their healthcare journey
T.V.
Campaign: The Symbol For Better Health
This campaign leverages Emblem's existing branding, focusing on its recognizability, similar to other signs in everyday life as something you trust and know... something you believe and use.
The print ads continue to build on the campaign concept, incorporating the EmblemHealth logo into the real-world, as physical signs that are there for you to benefit from.
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Tools: Photoshop
Print Ads
Social Media
NFC-enabled signage in grocery stores, linked to nutritional information and recipe ideas online. People then share photos of healthy meals they make to Instagram and add their recipes.
Social content in the form of snackable videos featuring quick, healthy meal ideas, simple mom and child exercise, and fitness tips.
Mobile
Users can redeem points based on their monthly average pedometer reading when using the Small Steps app, redeemable at their local ACPNY office for small prizes such as movie tickets.
Amplification of the existing EmblemHealth Small Steps app to provide an excellent cross-promotional opportunity.
Out of Home
Branded window decals provided to restaurants and casual dining premises offering healthy dining options, making it easier for people to discover healthy options.
Digital screens at subway entrances feature branded area map showing local businesses offering healthy options - like restaurants with healthy eating options, gyms, and EmblemHealth providers.