OLD BAY has been the go-to seafood seasoning for people up and down the Chesapeake Bay for over 75 years. So how do you bring new users into the fold? Or get existing fans to use it even more? Why not pique the curiosity of food lovers by showing all the ways they can use OLD BAY? This campaign encourages people to boldly explore all the foods that can be made better by adding this signature blend of 18 herbs and spices. It’s easy, incredibly versatile and, not to mention, delicious. The only limit is our customers’ imaginations. And their supply of OLD BAY.

Elderplan, a member of MJHS Health System, is a small, not-for-profit health plan that provides a variety of coverage for Medicare and/or Medicaid beneficiaries living in New York City. Strong national brands have dominated the market and continue to grow. Elderplan was losing market share.An ad spend like the behemoth national plans that also operate in New York was not an option. Nor was creating me-too advertising that would become just more noise. There was a real opportunity to make an emotional case for why Elderplan was a better choice for the diverse population of New York City. Being a smaller, local plan does have its advantages … like customer service provided by local people. And sharing the same values and beliefs as the community as well as having the knowledge of and a history with local markets that the national players could never have.GKV took Elderplan hyperlocal, relying on their long history and connection to the different boroughs, their understanding of the culture and values of each one, and a strong community outreach program to create meaningful connections with people in the neighborhoods.This proud, authentic and locally based campaign was executed in multiple advertising mediums including TV, OOH, print, digital and direct mail. The advertisements were customized by borough and also included Spanish customizations.

GKV was tasked with evaluating the existing Blue Shield of California Age In campaign. Leads and enrollments for the past few years had been flat. The messaging to Age Ins was similar to what everyone else was saying (we refer to that as “me-too” advertising) and did not distinguish Blue Shield from its competitors. The advertising channel mix lacked a strong digital presence and did not reach those Age Ins that were researching Medicare plans online.GKV developed a creative strategy that would separate Blue Shield of California from other Medicare plans. 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 that, 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.Our strategy was to create 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 a dedicated microsite, TV, direct mail, search and digital marketing.