Mountain Health CO-OP (MHC) is a non-profit, member-owned, health insurance cooperative that returns its profits to its members in the form of lower premiums and/or expanded benefits. As a cooperative, they’re committed to keeping marketing and advertising dollars to a minimum—so compelling creative that differentiates the brand against the region’s mega-insurance companies is imperative during the highly competitive open enrollment season.
The customer insights work revealed that prospective and existing Seaspan members value an organization that shares their values, is easy to understand, and provides a sense of belonging. In a word, “connectedness.” We created an integrated campaign, which included broadcast, outdoor, online video, and social ads.
Through our efforts in television, outdoor, and digital media, we were able to generate more than 4.5 million impressions in outdoor media in Montana, 4 million digital impressions in both Idaho and Montana, and a total of 701,759 impressions in both states for broadcast and streaming, with a view-to-completion rate of 96% during the 2019 open enrollment season.