Creative solutions from Wellpoint, AstraZeneca and Wet International Inc.

Dimensional mailer targets health benefits managers

Health insurance provider Wellpoint wanted to show pros­pects that health insurance does not have to be complicated.

“We not only wanted to raise awareness but we wanted to plant something in their minds that they would return to,” says Kelly Colbert, director of marketing at Wellpoint.

Wellpoint developed the “EcoSphere” campaign, with the tagline, “Simple is more complex than it looks.”

“The idea of the campaign was that healthcare systems are complex and what [Anthem Blue Shield Blue Cross health programs] do is simplify,” Colbert says.

Wellpoint mailed glass spheres containing enclosed ecosys­tems to 500 health benefits managers in January. The self-contained miniature world, which was developed by NASA, is meant to simply demonstrate the delicate balance of health.

The package also included a letter from a sales representa­tive with health tips and a link to a microsite. On the site, which was designed to encourage ongoing interaction with these managers, visitors found videos and customer testimoni­als, along with wellness ideas with healthy tips, such as how to quit smoking, and quizzes on health.

“Most of these benefits managers are interested in keeping their employees healthy to help [keep costs low],” says Trina Campbell, marketing manager at Wellpoint.

The campaign produced 160 unique visits to the site. More than 50% of visitors watched the video. –Dianna Dilworth

Direct mail unlocks protected Internet resources

Approach: Digitas Health helped pharmaceutical company AstraZeneca reach physi­cians with information about Zomig, a new migraine medication. In June, an iKypWebkey USB-style device was sent to 400 physicians, giving them access to protected online information about the product.

Results: Recipients began accessing the protected site within five days. Eleven percent responded within two weeks. The final response rate was 19.75%. –Jonathan Mack

Wet International Inc.
Digital campaign gets personal

Approach: Wet International, makers of personal lubricants, worked with Cohen Friedberg Associates to build a MySpace presence in September. Banner ads landed consumers on MySpace communities targeting either straight women or gay men. Visi­tors could play an instant win game, enter a sweepstakes or sign up for a newsletter.

Results: Wet created a database of 15,000 sweepstakes participants, and daily traffic to has increased by an average of 10% per week. –Lauren Bell

Elliot Smith
Creative director, Organic

It’s one thing to create a piece that people will open and interact with; it’s another to create one they will keep and show others. Wellpoint’s Ecosphere accomplishes this. Aside from the super cool sphere itself, the packaging is beautiful and delivers on the “simple” promise. I do wish they’d brought the concept to life better online, as the site creative concept — a virtual desk — is a little tired and doesn’t leverage of the Ecosphere. Overall, however, it’s a compelling initial concept and execution.

The AstraZeneca campaign uses both an imaginative package design and a smart piece of technology to remove the traditional barriers of secure Web site logins. The package itself is eye-catching, and I liked the way it opened up like a gateway – a nice way of reinforcing the mes­sage about providing easy access to knowledge. The innovative USB key that gives doctors direct access to a protected site with no login required easily reflects that AstraZeneca understands their needs.

Wet has smartly emphasized the playful potential in their product, helping bashful customers feel safe in clicking on their banners. The MySpace pages are equally playful, albeit a little cluttered. But, for me, the mood killer was the Web site on which you had to offer up your e-mail address before you knew much about the contest. With today’s privacy concerns, a little more foreplay is required if you want your customers to get into bed with your brand.

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