With a refreshed brand, added benefits, and a new $0 premium plan option, MVP’s 2017 Medicare choices gave the leading health insurer a lot to talk about.
Media Logic developed 60 and 30 second TV spots centered around the $0 message – using a lighthearted approach that helped illustrate the appeal of MVP’s Medicare Advantage plans (including a new telemedicine benefit) to a wide audience.
The campaign also included targeted DM pieces with messaging and product focus fine-tuned for each market that used unique tracking mechanisms with each component, which should provide a wealth of data to leverage for next year’s efforts.