Keep it Simple, Smart

Priority Health

Radio + Print + Out of Home + Paid Search + Display & Social Advertising

The Challenge

Ranked second in Michigan, Priority Health competes directly against Blue Cross Blue Shield as well as other behemoths like Aetna, Humana and UnitedHealthcare. Each national competitor has broad awareness steeped in well-cultivated brand equity and even deeper pockets. Priority Health was finding it challenging to go head-to-head with the market leader.

The Insight

They hired BVK to find a way to break through and drive positive business results. We identified an escalating imperative of demand generation coupled with a strong brand foundation. The goal was to develop the soul of the brand and create an emotional connection with their current, potential and win-back members. Our shorthand for this strategic platform is Demand + Brand, and the duo’s impact exceeded expectations.

The Solution

All Smart Everything

With a strong strategic foothold, our creative team developed and tested a range of brand campaigns and taglines that created a nuanced and emotional connection to confidence, and assured our consumer that they are making the right choice.

Thus the “All Smart Everything” campaign born. The campaign brought together very smart people, doing very smart things, culminating with their choice of Priority Health for their health insurance. A single tagline rose to the top of consumer preference and value proposition communication resonance: Think Smart. Live Smart.