TONIK
CATEGORY: HEALTHCARE INSURANCE DELIVERABLES: INTEGRATED CAMPAIGN: NAMING & BRANDING, DIGITAL MARKETING, VIDEO, PRINT ADS, DIRECT MAIL, COLLATERAL, OUT OF HOME, EVENTS
CHALLENGE
Create a brand and awareness for a maverick, never-done-before, health insurance product. The product was designed for all the invincible's who never get hurt, right? And don't want or 'need' insurance in the first place. The 19-29 year olds.
SOLUTION
We named the product in a simple, easily memorable, 'ownable' way: TONIK. We created a brand that rocked with the target in their visual and verbal vernacular. We rolled out a targeted multi-media, guerilla and contextual campaign.
RESULTS
Tonik became the industry's first-in-category leading product that continually sets the bar and is aspired to by many other large health insurers. The annual goals were exceeded twice-fold in the first 6 months. The campaign won several gold awards.
BRAND IDENTITY
AD CAMPAIGNS—Sport Illustrator and Lucky Magazine
VIDEOS—Played on jumbotrons at many sports events like the HUNTINGTON BEACH GAMES and the WARREN MILLER EVENT
TRANSACTIONAL WEBSITE
VIRAL INTERACTIVE DISPLAY ADS—The expandable display ads engaged their friends
DIRECT MAIL—With a tear-off you can stick in your wallet
GUERRILLA—Wild postings
OUT-OF-HOME
OUT-OF-HOME—Distributed in restaurants, bars and events where target audience hung out
EVENTS—TONIK team giving out bags, wristbands, postcards and raffle tickets to win a skateboard, surfboard or bicycle signed by a celebrity sports figure. It created a buzz and big crowds
EVENTS SWEEPSTAKE GIVEAWAYS—Skateboard, surfboards and bicycles with celebrity sports signing
SKATEBOARD— Designs
