GKV launched this new campaign in the spring of 2014. As most Medicare plans continued to speak to prospects who were aging into Medicare as if it was their final chapter in life, GKV created a strategy based on the fact that people aging into Medicare were squarely in the baby boomer cohort. This generation, unlike any other, has a unique and rich collective character. They share values, bellwether events and cultural experiences that drive their underlying motivations and influence their purchasing decisions.
We created an ongoing multi-channel, multi-touch campaign aimed at generating new leads and nurturing hand raisers. We executed our creative strategy across multiple advertising channels that included TV, a campaign website, a direct mail series and online display banner ads.