Benefits You Want|户外|广告营销案例【ADGuider广告指南】

你想要的福利

案例简介：机构LRXD创建了一个新的多媒体营销活动，旨在将周五健康计划作为比典型的健康计划更好的保险选择。第四季度的电视、广播、OOH和数字活动与周五向新市场的扩张不谋而合，并传达了保险公司听取了会员的意见，并将他们想要的好处添加到计划中。周五健康计划 (Friday Health Plans) 针对购买自己保险的个人和家庭，在该计划准备将科罗拉多州以外的市场扩展到德克萨斯州、新墨西哥州和内华达州的情况下，与会员进行了调查。这些见解被转化为对客户的独特好处。新的活动重点是这一信息，以及周五如何提供负担得起的保险计划，这些计划实际上是有意义的。LRXD是周五的AOR，这是该机构与客户合作关系的第四年。与LRXD之前周五的工作一样，15秒和30秒的电视节目和广播都是基于幽默的。保险公司实际上会倾听和向受众学习的想法，广告很有趣。位于医生办公室候诊室的一对斑点，以角色练习可疑的顺势疗法 (水蛭) 和妥协的情况 (可疑的皮肤瘙痒，流感样症状) 突出的好处，如无限制的0美元初级保健访问和虚拟医生的预约。另一个重点是一个家庭被封锁，似乎是无限的，以强调精神卫生是整体健康的重要组成部分。妈妈解释说，爸爸的爱好-建造和驾驶模型飞机-是如何驾驶她的疯子，因为他们在她的头部空间飞来飞去，他们的女儿在忍受男友戒断症状时表达了她的痛苦。很快，青少年们就通过热气腾腾的滑动玻璃门开始了。 Digital和OOH广告将这些想法加倍，并指出医疗保险的讽刺之处及其无法以负担得起的价格提供基本福利，进一步反对现状。为什么要盖住身体而不盖脑？为什么 “健康” 保险只有在我们生病的时候才会出现？简单的视觉效果激励人们四处购物，看到有一个更好的选择-一种以负担得起的价格提供他们真正想要和需要的健康益处。这些新的好处包括无限量0美元的初级保健就诊 (包括面对面和虚拟的)，免费的仿制药，以及0美元的无限精神健康就诊。基本上，人们说他们想要的是健康保险，而不会掏空口袋，实际上可以保持他们的健康。 “听听你的客户想要什么？这是我们喜欢的一个新颖的概念，并将其作为我们的活动主题，“LRXD创意总监Andy Dutlinger说。“在医疗保险方面，没有太大的差异化，与类似价格的产品相比，周五健康计划提供了一系列独特的福利。” 竞选活动的开始和结束日期因中等和市场而异。例如，科罗拉多州从10月初开始投放广告，但新墨西哥州要到11月初才会开始。目的是推动购买医疗保险的人在公开注册期间获得报价。此外，周五希望这项工作与2020年和 “检疫生活” 相关，但不会感到剥削、时尚或悲观。

你想要的福利

案例简介：Agency LRXD has created a new multimedia marketing campaign designed to present Friday Health Plans as a better insurance option than typical health plans. The Q4 TV, radio, OOH, and digital campaign coincides with Friday’s expansion to new markets and communicates that the insurance company listened to members and added the benefits they want to its plans. Friday Health Plans, which targets individuals and families who buy their own insurance, conducted research to check in with members as it was preparing to expand outside the Colorado market to Texas, New Mexico and Nevada. These insights were translated into unique benefits for customers. The new campaign focuses on that message and how Friday offers affordable insurance plans that actually make sense. LRXD is Friday’s AOR, and this is the agency’s fourth year working in a collaborative relationship with the client. As with LRXD’s previous work for Friday, 15- and 30-second TV spots and radio are humor-based. Ads have fun with the notion that an insurance company would actually listen to—and learn from—its audience. A pair of spots, set in a doctor’s office waiting room, feature characters practicing dubious homeopathic remedies (leeches) and compromising circumstances (suspiciously itchy skin, flu-like symptoms) to highlight benefits such as unlimited $0 primary-care visits and virtual doctor’s appointments. Another focuses on a family that has been stuck in lockdown for what seems like infinity to stress that mental health is an important part of overall health. Mom explains how Dad’s hobby—building and flying model planes—is driving her bonkers, as they whizz around her head space, and their daughter articulates her agony as she endures boyfriend-withdrawal symptoms. Soon, the teens are making out through the steamy sliding-glass door. Digital and OOH ads double down on these ideas and push further against the status quo by pointing out the ironies of health insurance and its inability to provide basic benefits at affordable prices. Why cover a body but not a brain? And why does “health” insurance only show up when we’re sick? Simple visuals inspire people to shop around and see that there’s a better option—one that provides the health benefits they actually want and need at an affordable price. These new benefits include unlimited $0 primary-care visits (both in-person and virtual), free generic drugs, and $0 unlimited mental-health visits. Basically, people said they wanted health insurance that would actually keep them healthy without emptying their pockets. “Listening to what your customers want? This was a novel concept we loved and used as our campaign theme,” said LRXD Creative Director Andy Dutlinger. “There’s not a lot of differentiation when it comes to health insurance, and Friday Health Plans was offering a unique set of benefits compared to similarly priced offerings.” The campaign’s start and end dates vary by medium and market. For instance, Colorado began running ads in early October, but New Mexico will not kick off until early November. The objective is to drive people who purchase health insurance to get a quote during open enrollment. Additionally, Friday wanted the work to be relevant to 2020 and “quarantine life,” yet not feel exploitative, trendy or gloomy.