Aetna/Coventry 2016 Pre- AEP Provider Campaign

OBJECTIVE

Generate early awareness of Aetna’s Medicare products prior to heavy promotional period and introduce provider partnerships to the market

AUDIENCE

General Market, Hispanic, Haitian; A65+

CHALLENGE

Ensure there are no overlapping with providers and create awareness of the lesser known Coventry brand

THE WORK

MethodGroupe utilized a media mix of radio, TV and OOH advertising in specific provider market areas. The OOH worked to increase awareness, complemented with the radio and TV segments that informed the audience on the provider products and services – only reinforced by the efficient media planning/buying that ensured high reach/frequency on these platforms. The creative featured eye-catching color blocks that were representative of both Aetna brand colors (of the time) as well as the brand colors of the provider being featured.

– OOH –

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