Change is the only constant. With large, corporate mergers shifting the health insurance industry over the past decade, ConnectiCare needed to evolve their brand to a position of strength in order to clearly articulate its value proposition and separate itself from competitors.
We developed a powerful, poignant brand position focused on ConnectiCare’s best-in-class, personalized customer service and health insurance plans. It put the power of people—both ConnectiCare customers and employees—at the heart of the work. Supported by the campaign platform, “Powered by people for a healthier you,” the new positioning was built on the tenets of ConnectiCare’s homegrown foundation. The campaign evolved in 2020 to be relevant during the pandemic, expressing the brand platform through a different lens. Media strategies and placement aligned with ConnectiCare’s goals to reach both the B2C and B2B audiences. The Powered by People campaign was threaded through broad-reach television and radio, Connected TV, pre-roll video, podcasts, and display ads.
Value-added impressions extended our reach by 10% across traditional and digital media. Increased digital presence (64%) allowed measurement of B2C and B2B audience engagement, which provided valuable insights.