Launching 2012 Campaign: “Go with MediGold.”December 13, 2011
Origo has had the honor of being MediGold’s agency of record for the last two seasons. As a not-for-profit Medicare Advantage plan based out of Mount Carmel, MediGold offers benefits that help seniors stay healthy and active. Origo has developed the overall marketing strategy, including print advertising, online strategy, and direct marketing and television campaign for both enrollment seasons.
Men and women eligible for Medicare, and those nearing eligibility, are primarily focused on finding a plan with the greatest value to them, and MediGold can provide it. As their agency of record, it was imperative that Origo communicate MediGold’s competitive benefits such as their primary feature – a $0 Premium Plan. It was also important to communicate MediGold’s latest benefit, the SilverSneakers® fitness club membership. This benefit, to help seniors stay active and healthy, was the driving force behind this year’s campaign: “Go with MediGold.” Our objectives were:
- Highlight main benefits such as the $0 Premium Plan and SilverSneakers fitness club membership.
- Engage audience in a way that would excite them about being active and energetic.
- Promote fitness club membership was to build interest by prospective MediGold members who overlooked the plan in previous years due to the lack of SilverSneakers offering.
We devised a campaign that focused on inspirational and active outdoor photography, coupled with a vibrant color palette. The tagline “Go with MediGold.” is to inspire seniors and help them envision themselves as energetic and youthful MediGold members.
Already winning an Achievement in Marketing Award from the Columbus AMA for Best Television Commercial, this year’s campaign has already proven to be a great success and we are proud to have such great partners and friends in an organization that truly strives for the best value for their members.