Yes – marketers and brand managers can have it all: Winning direct response execution, plus brand-enhancing creative.
Too often, brand-savvy work is regarded as too soft to meet stretch goals for calls, leads, and sales. Meanwhile, sales-focused marketers too often resign themselves to an old maxim that “ugly sells” and settle for hard-selling yet bland creative execution.
Like many ambitious marketers, DMW doesn’t find those scenarios acceptable. For over 38 years, DMW has been developing brand-sensitive direct response work that motivates consumers to act.
We call it Action Branding™ — it generates leads and conversions, and a measurable return on investment (ROI) for our clients. And then the work wins creative awards, too. That says it all.
Our most recent winners in the Communicator Awards spanned a variety of tactics, including direct mail, digital, and video in various categories, for clients ranging from primary health care clinics to Medicare insurance. It showcases the agency’s commitment to marketing excellence across multiple categories. In addition, the awards encompass a range of strategies and campaign tactics applied across digital, TV, video, direct mail, and print media.
“My Way” — BECAUSE IN DIRECT RESPONSe it’S “ALL ABOUT ME.”
Category — Marketing Effectiveness; Integrated Campaign
Intermountain Healthcare | myGeneration Clinics
“My Way” Campaign
Health care is one of the most competitive industries around, with multiple providers fighting for insured patients in each market. Our client, Intermountain Healthcare, operates myGeneration Clinics, a chain in Nevada that specifically targets the Medicare insurance audience.
DMW was tasked with developing a new direct response multimedia campaign for the critical marketing period known as Medicare’s Annual Election Period (AEP).
Deploying linear and connected TV, web video, direct mail, outdoor and other tactics, the Intermountain Healthcare “My Way” integrated campaign created buzz in the marketplace, boosting both awareness and response!
We came up with a uniquely ownable theme that leveraged the brand graphic in their logo and promoted a powerful value proposition everyone wants: “My healthcare. My way.”
HELPING CONSUMErS SORT AND FiND ThEIR IDEAL HEALTH PLAN.
Category — Digital, Websites; Insurance
BlueCross BlueShield of South Carolina
Medicare Shopping Site — BCBSSC
Choice can be a wonderful thing. But faced with over 20 possible options for a Medicare Plan, the selection process becomes overwhelming, and even highly qualified prospects tend to flee rather than enroll. The solution for our client, BlueCross BlueShield of South Carolina, was a “Matchmaker” website.
This friendly, easily accessible web presence now helps shoppers age 65+ find the best Medicare plan for their health needs and lifestyle. With bright, upbeat graphics and copy, backed with carefully crafted product groupings and logic, all they have to do was answer a few simple questions. And voilà: a short list of suitable plan choices appears! Love should be so easy!
This unique Medicare website featured a homepage (at left) with the matchmaking quiz in the “A” spot. The “in progress” page shows an example of how users zeroed in on the one plan they’d love!
A DIFFERENT HEALTH PLAN DESErVES A “ONE-OF-A-KIND” TV SPOT.
Category — Video, Commercials; Financial Services
“One-of-a-Kind” — MediGold DRTV
MediGold is a provider-backed, not-for-profit health plan partnering with local health systems in four separate states, delivering uniquely compassionate, quality care to Medicare members. A major brand differentiator: The MediGold plan was created and is directed by physicians — rather than the typical profit/loss focused insurance CEOs. And their members love it!
DMW took that unique aspect about the brand and turned it into a DRTV spot to deliver healthy YoY results.
“One-Of-A-Kind” live-action, this TV spot uses a unique blend of on-screen talent and animated graphics with whimsical sound effects, and a peppy music track to deliver a personable, compelling spot … that led to measurable clicks, calls, and sales.
In this DMW-created-and-produced DRTV spot, we gave typical consumer personas a voice, so they could react to what they hear about the MediGold plan. Some display skepticism, reflecting a real-world attitude toward ads. MediGold responds by touting a different, more caring, benefit-packed plan option for Medicare-eligible households.
More than just dispelling consumer doubt, the spot then directly asks for the sale. And response jumped compared to the plan’s previous campaigns.
“Our team’s core mission is developing direct response creative that generates leads and conversions, while enhancing our clients’ brands,” said Bill Spink, EVP and Chief Creative Officer at DMW. “It’s really rewarding when we can point to having an empirical revenue impact for clients, while receiving international creative accolades like these wins in the Communicator Awards.”
Want award-winning creative that builds your brand and your market share?
Contact DMW today for a no-obligation consultation. We’ll talk about your business and what you could be doing to break through the marketing clutter — and get response!
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About the Communicator Awards
The Communicator Awards is dedicated to recognizing excellence, effectiveness, and innovation across all areas of communication. Founded nearly three decades ago, it is the leading international awards program honoring talent in this highly competitive field. It receives almost 5,000 entries from companies, agencies, studios, and boutique shops of all sizes, making it one of the world’s largest award shows of its kind.
DMW is an award-winning, full-service direct response agency with 38+ years of experience across all media: digital, video, TV, direct mail, and print. DMW has an especially deep practice in health insurance and health care for the 65+ population, plus other lines of insurance and financial services. Clients rely on us to produce successful response marketing strategies and tactics driven by data insight, media placement and analysis, digital/mobile expertise, and breakthrough creative. Our team is focused on Core Values — connected, inquisitive, accountable, authentic — that motivate us to do great work and Inspire Direct Results. To learn more, please visit www.dmwdirect.com.