Awareness Campaign

What is better than two strong brands coming together to offer an even better product and service?  New York Life and the American Medical Association joined forces to offer over 4 million physicians insurance products specifically designed for them. 

This awareness campaign consisted of direct mail, facebook, display, and emails that all drove to a carefully crafted website announcing the new partnership, what the new insurance offering was, and why they may need coverage.  

Creatively,  it was important to be sure that both brands had a balanced representation in color, imagery, and voice in order to set the stage for future advertising and communications.  Insurance is not something that physicians think about every day, so it was important for us to not only capture them with snappy color and copy, but to then allow them to easily dig deeper into the offered content to learn more about the important of insurance.  This was done on the website through an interactive educational timeline where physicians could quickly identify and click see relevant products based on their career-stage.