Best Healthcare Provider Rich Media Online Campaign

In planning for the 2011 Rich Media Campaign, the most critical objective was for us to move our key drivers of the brand’s reputation (specifically those related to products and services as well as emotional appeal attributes). In order to achieve this we had to reach our key audience of Health Insurance Decision Makers (A25-54, educated, $75K+ HHI, employed) in a manner that would break through an increasingly cluttered digital space and within a category in which people tend not to engage unless absolutely necessary.

To engage with our audience and deliver our message in the most impactful way possible, the use of rich media and unique placements became a critical component of our planning.

Utilizing innovative "Rich Media" units, we blanketed the digital landscape in 2011 with unique units that explained member benefits to our audience in far more impactful ways than ever before. Distinctive Well-Baby units featured a baby crawling across the web-page and pulling itself up with the copy. 24/7 NurseLine executions featuring a variety of scenarios driving people to "Ask a nurse with our 24/7 NurseLine", used synched units in which a soccer ball flies across the web page and hits someone in a banner above, and a runner that trips over a call-to-action button, even a page takeover unit in which a woman within our banner sneezes and blows all content off of the webpage being viewed. All units were unique, disruptive and proved engaging for our audience

Contributors:

Karen Costello: Creative Director:	Social Vibe
Jamie Levey: Art Director:	Christi Johnson: Account Supervisor
Max Godsil: Sr. Copywriter:	Carol Roth: Account Director
Starla Terrell: Digital Producer:	Desmond Hsu: Art Director
Andrea Goldman: Partner, Director of Account Management:	Dan Lareau: Flash Developer
Kim Getty: Partner, Director of Account Management:	Dean Saguros: After Effects
Kelly Clarke: Associate Digital Media Director:
Dan Lareau: Flash Developer:
Dean Saguros: After Effects:
Enrique Aguirre: Editor, HenryLA Productions :

DEUTSCH INC

Location: USA