Coffee FOMO on a worldwide scale, that’s what we’re talking here.American coffee lovers have grown savvy over the years. They are ever on the search for the next great cup of coffee. So how could they have missed out on a brand that’s enjoyed in hundreds of cafes around the world and served in many more of its finest restaurants? How have they not heard about Segafredo Zanetti? Well, because they couldn’t get it in America … until very recently. GKV created instant credibility for Segafredo Zanetti with a campaign highlighting the passion for it in Rome, Paris, Amsterdam, Tokyo and countless other cultural hubs around the world. We brewed up serious intrigue, interest and a thirst for this “new” authentic Italian coffee. After all, the world loves Segafredo Zanetti.®  Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:“Table Normal”; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:“”; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-pagination:widow-orphan; font-size:12.0pt; font-family:“Calibri”,sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:“Times New Roman”; mso-bidi-theme-font:minor-bidi;}

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.