Covenant Advantage:
Medicare Advantage

Giving a new Medicare plan a bold, breakthrough personality.

Covenant Advantage entered the Medicare Advantage market in 2020, serving five counties across Michigan. Despite steady efforts, growth remained stagnant. The plan blended into a crowded landscape of national and regional competitors. Consumers were indifferent, and past marketing lacked a clear voice or point of differentiation.

GKV Health was brought in to change that. Our goal: elevate awareness and drive enrollment by giving Covenant Advantage something it had never truly had — a bold, memorable brand personality.

We leaned into what made the plan different. Using a vibrant, ownable color palette and a fresh dose of humor, we gave Covenant Advantage a distinctive voice — witty, relatable and confident. The creative platform was designed to break through the clutter and resonate with Medicare-eligible Michiganders who had seen it all before.

The brand’s personality came to life across video, print, digital and direct mail — sparking attention, conversation and results. Most importantly, it reintroduced Covenant Advantage to the market not just as another option, but as the one that truly “gets” its audience.