Child Health Plus is a health insurance plan for kids and teens sponsored by the State of New York. While the program and plan design remain essentially identical across carriers, regional health insurer MVP Health Care felt they could bring more to the table. They were looking to raise awareness of the MVP Child Health Plus plan availability and MVP value proposition.
Media Logic and MVP landed on a fun, fresh approach based on the notion that “every kid deserves super health care” – modified slightly to “every kid deserves awesome health care” for the pre-teen/teen audience.
The bright, colorful campaign included TV, radio, out-of-home, print, paid search, paid social, and a dedicated landing page (with incorporated video). We also developed a new Child Health Plus-only shopping experience on the MVP main site to help people better understand eligibility and the costs for child-only coverage.
The end result was an integrated, upbeat effort that made a strong case for MVP while helping to overcome some of the stigma that can be associated with government-sponsored programs.
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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
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