Best Transportation Integrated Ad Campaign

THE TARGET: Existing AirMedCare Network Members. These are Individuals and families who live active lives and/or who often find themselves in remote locations, far from home and medical care.


THE CHALLENGE
We wanted to encourage existing AMCN members to add Fly-U-Home to their AMCN membership—Fly-U-Home is a service that will transport patients to a medical facility closer to home and family for recovery. Our challenge was to highlight the benefits of additional coverage—without resorting to scare tactics—and to communicate the wisdom of being prepared and having a higher level of financial and emotional protection for families.


THE ANSWER
AirMedCare Network members are shielded out-of-pocket expenses that most insurance does not cover. These fees average $18,000 and, for families without coverage, it’s often an insurmountable financial burden. While our members enjoy the peace of mind that comes with membership, we wanted to present another layer of protection for our members—emotional reassurance—that comes with the addition of Fly-U-Home membership. Fly-U-Home allows members to be transported to a medical facility closer to home so that patients can be nearer friends and family during recovery.

THE WORK
We created a consistently designed email and landing page, a series of subject line and preheader options for testing and optimization. The elegant art direction features aspirational member imagery and heroic photography of our cutting-edge air ambulances. The copy speaks to existing members, who understand the value of AMCN membership, and highlights the enormous emotional benefit that comes with adding a Fly-U-Home membership. Headlines speak to taking control of one’s own care and being closer to home during recovery. Price is front and center—this coverage is surprisingly inexpensive—just $134 a year in addition to $85 for AMCN membership.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Associate Creative Director:	Nicole Stevens
CD Copywriter:	Mike Wilson
Senior Account Director:	Trela Williams
Senior Account Director:	Amy Lemonte
Creative Project Manager:	Amy Lee

ZETA

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.