Deliverables: Naming & Brand Identity, Integrated Campaigns, Website, Video, Events & Sponsorships, Out-of-Home, Direct Mail
A health plan so simple you can understand it with a concussion.
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.
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 multi-media, guerilla and contextual campaign.
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.