Client: EssentialCare
When you’re promoting a brand new kind of health insurance—benefits for hourly and part-time employees —it’s not enough to educate the employees, or even their h.r. managers. To really get the word out, you also need to reach the people who sell to these h.r. managers: the brokers. And to do that you have to find them.

This campaign targeted four distinct broker-personality types.
-Compulsive problem-solver   -Diligent completist    -Eagle eye     -Sales machine

You may be able to tell which ads are for which brokers. You also may notice that there’s a different URL on each one, enabling us to track traffic and effectiveness by driving the reader to a website where she’ll be able to get more information (and give us her contact info as well). Click on the ads to read them.

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