CLIENT
WellPoint, Inc.
Shelly Patchin, Director- Advertising
Charlene Maher, Staff VP- Product & Service Innovator
Sherry Jansen, ISG Business Development Consultant
Steve Synott, General Mgr.- Individual Services
Mike Anzenberger, VP- Direct Mktg.
Kathleen Clevland, Dir. of Internet Mktg.
AGENCY
Mark Durien, Managment Supervisor
Nim Pangsapa, Account Supervisor
Kristina Muller-Eberhard, Creative Dir.
Kevin McCarthy, Executive Creative Dir.
Bryan Noguchi, Associate Media Dir.
Chris Portella, Associate Media Dir.
SUMMARY
Tonik sought to enroll as many of the 278,000 working Californians between the ages of 19 and 29 who remained uninsured. With a goal of enrolling 5,000, the launch campaign leveraged the insight that young Californians want to live aggressively and made health insurance meaningful by putting the value of insurance in context with their lives. By the close of 2005, Tonik had insured some 32,981 people, of whom 23,515 were directly attributable to the branding and direct marketing efforts - 443% over plan.
