Aetna/Coventry 2017 AEP Campaign

OBJECTIVE

Develop the 2017 AEP campaign for the state of Florida & Texas (El Paso & Rio Grande Valley), as well as introduce Aetna Medicare plans in the new market of Orlando, FL – ultimately to acquire leads and enrollments in Aetna/Coventry Medicare Advantage plans

AUDIENCE

Individuals 65+, “Hybrid” A56-64 (Ageing-in), Caregivers A35-55; General Market, Hispanic and Haitian

CHALLENGE

Create market-specific messaging tailored to the Medicare Advantage plans offered in the area

THE WORK

MethodGroupe targeted seniors through TV, Print (Newspaper), Print (FSI), Radio Integrations, OOH, Direct Mail, Digital, Video & Web. We developed localized marketing plans for each region, and purchased said media. In order to differentiate Aetna from its competitors we developed a bold typographic approach, that allowed for maximum impact – we implemented this approach, with differentiating colors for each region, across all platforms and mediums for a striking but overall consistent look and feel. The campaign exceeded the AEP goal (130% of goal) with a total of 32,007 lives.

– VIDEO –

AEP TV Spot :30 (ENG)

AEP TV Spot :30 (ENG)

AEP TV Spot :30 (ENG)

AEP TV Spot :30 (ENG)

AEP TV Spot :30 (SPA)

AEP TV Spot :30 (SPA)

– PRINT & DIGITAL –

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