CHALLENGE
Create a brand and awareness for a maverick, never-done-before, health insurance product. The product was designed for all the 'invincible's' who never get hurt, right? And don't want or 'need' insurance in the first place. The 19-29 year olds.
SOLUTION
We named the product in a simple, easily memorable, 'ownable' way: TONIK. We created a brand that rocked with the target in their visual and verbal vernacular. We rolled out a targeted multi-media, guerilla and contextual campaign.
RESULTS
Tonik became the industry's first-in-category leading product that continually sets the bar and is aspired to by many other large health insurers. The annual goals were exceeded twice-fold in the first 6 months. The campaign won several gold awards.
VIRAL INTERACTIVE DISPLAY ADS—The expandable display ads engaged their friends
DIRECT MAIL—With a tear-off you can stick in your wallet
GUERRILLA—Wild postings
OUT-OF-HOME
OUT-OF-HOME—Distributed in restaurants, bars and events where target audience hung out
EVENTS—TONIK team giving out bags, wristbands, postcards and raffle tickets to win a skateboard, surfboard or bicycle signed by a celebrity sports figure. It created a buzz and big crowds
EVENTS SWEEPSTAKE GIVEAWAYS—Skateboard, surfboards and bicycles with celebrity sports signing
SKATEBOARD— Designs
