Aetna: You don't join us, we join you

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

Campaign details

Brand: AetnaAgency: AetnaCountry: USA

Marketing Context

Our first-time campaign is designed to be relevant to all audiences since achieving good health is a universal goal. However our target markets were: Jacksonville, Houston, Atlanta and Philadelphia. To give our campaign even more local impact, our advertising also used custom, local photography that depicts:

  • Epic locations that are both recognizable and bring a sense of pride to the residents of the city;
  • People engaged in activities that represent a unique, individual health journey, ambition or activity.

Campaign Planning

The campaign is centered on: You don't...

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