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CASE STUDY

MOUNTAIN HEALTH CO-OP

OPPORTUNITY

Mountain Health CO-OP (MHC) is a non-profit, member-owned, health insurance cooperative that returns its profits to its members in the form of lower premiums and/or expanded benefits. As a cooperative, they’re committed to keeping marketing and advertising dollars to a minimum—so compelling creative that differentiates the brand against the region’s mega-insurance companies is imperative during the highly competitive open enrollment season.

Health Insurance Billboards
Outdoor Media Buy - Health Insurance
Outdoor Media Buy - Health Insurance

ACTION

Oliver Russell’s customer insights work revealed that prospective and existing MHC members value an organization that shares their values, is easy to understand, and provides a sense of belonging. In a word, “connectedness.” We created an integrated campaign, which included broadcast, outdoor, online video, and social ads.

Mountain Health CO-OP - Brand Identity - Brand Guidelines
Mountain Health CO-OP - Brand Identity - Brand Guidelines
Mountain Health CO-OP - Brand Identity - Brand Guidelines
Mountain Health CO-OP - Brand Identity - Brand Guidelines

IMPACT

Through our efforts in television, outdoor, and digital media, we were able to generate more than 4.5 million impressions in outdoor media in Montana, 4 million digital impressions in both Idaho and Montana, and a total of 701,759 impressions in both states for broadcast and streaming, with a view-to-completion rate of 96% during the 2019 open enrollment season.

Mountain Health CO-OP creative
Mountain Health CO-OP creative
Health Insurance Brand Assets
Play

MHC Idaho Broadcast Commercial

Services: Strategy (Brand strategy), Traditional (Brand ID, Print, Outdoor, Video), Digital (Web design, Digital content), Integrated PR (Press & Media relations)