PREVEA NEEDED TO STAND OUT IN A CROWDED, COMPETITIVE FIELD.
In 2012, healthcare was primarily talking about sick-care. Additionally, research showed patients saw parity between Prevea and their competitors. So when Prevea signed the Packers’s MVP as spokesman, we knew this was our chance to differentiate.
Size: 350 doctors, 40+ locations, 1,600+ employees
Web: Prevea.com
CHALLENGE
Research into Aaron and finding the overlap of his and Prevea’s values was crucial to creating an authentic message he could deliver.
STRATEGY
Prevea would speak of hope and health. If you took away the healthcare visuals, Aaron could be speaking about his approach to football. And they would be bright and colorful.
EXECUTION
We filled every frame with light and color and offered people an aspirational vision. Tactics included mass media, outdoor, social engagement and internal messaging.
Gamechanger :60 TV Spot
Focus :30 TV Spot
Control :30 TV Spot
We created a sweepstakes asking participants to post pics of themselves sharing a healthy activity with Aaron for a chance to meet him.
We didn’t know it yet, but we had just set the standard for NE WI healthcare marketing that competitors would copy.