What’s in a name? Sometimes the underpinning of a uniquely ownable and resonant brand refresh.
Media Logic partnered with longtime client MVP Health Care to evolve the regional health insurer’s brand messaging. Using insights gleaned from consumer research, we decided to emphasize MVP’s uniquely personal, attentive customer experience. And the perfect theme emerged: “Everyone’s Our MVP.”
TV commercials were a cornerstone of the campaign, including a series of spots that showcased the diversity of MVP’s customers and the communities where they reside. By showing a broad range of customers in a variety of settings, we were able to highlight MVP’s wide range of health insurance solutions, including Medicare, Medicaid and employer plans. Our team also composed original music for the spot, and developed an ‘audio signature’ for the brand, adding another layer of ownership to the new theme line.
The brand campaign launched in early September across broadcast/cable TV, CTV/OTT, out-of-home billboards, digital online video, and paid social media. Immediately following the launch of the new brand materials, we integrated the theme across the rest of MVP’s lines of business and ongoing campaigns – contributing to a powerful, consistent, standout open enrollment effort.
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