The Campaign That Works

by nicole ~ September 12, 2008

At happy hour in Chinatown (a true story):

Me to Friend: Do you want to use some hand sanitizer (as friend reaches for delicious pork buns)?  Some health insurance company was giving it out on the corner by my office. I love free stuff.

Friend: Oh yeah, I was just noticing their ads on the subway on the way over here.

Me: Yeah, I’ve seen those.  They’re really cute.

I had never heard of EmblemHealth until earlier this week but, suddenly you can’t walk around the block in New York without noticing them.  This comes as the result of the merger of Group Health Incorporated and HIP Health Plan of New York, who now call themselves EmblemHealth,  “The Plan That Works.”  Normally I would be annoyed with such tactics (i.e Vitamin Water) but I actually think EmblemHealth has done a great job. Their advertisements on the subway are cute and they are handing out a product I can’t live without (please spare me the warnings about hand sanitizer creating super bugs - I take public transportation daily - it is a necessity).

It seems ADWEEK agrees with me, since yesterday they named one of EmblemHealth’s TV slots “Ad of the Day.”

According to ADWEEK:

“This rebranding effort for EmblemHealth scores because the spots reflect a true New York state of mind. Emblem is touting itself to New Yorkers as ‘The plan that works.’ The character types — a hard-charging cyclist on his way to work, a new arrival in her tiny apartment with an elevated train clattering past the window, a granddad trying to keep up on the basketball court — all ring true.”

Overall I think this is a really effective ad campaign and EmblemHealth has found a way to keep popping up without being overly intrusive.  Let’s just hope they keep it at this level and don’t start showing up in episodes of Gossip Girl (i.e. Vitamin Water).