New Kaiser Permanente Ads Encourage Consumers to Find Their 'Reason, Partner and Thing'
September 13, 2011
Kaiser Permanente has launched a new advertising campaign to help consumers achieve mind, body and spirit by putting the tools to do so in their hands. Created by marketing communications company Campbell Ewald, the work is based on research that found the key to sticking with an exercise regimen is motivation, and that occurs when consumers activate three components, finding the reason, partner and activities that move them to a healthier lifestyle.
“This new, engaging work elevates the brand message from health advocacy to health activation to motivate consumers while continuing to convey Kaiser Permanente’s commitment to the total health of its members and the communities they serve,” said Christine Paige, senior vice president of Brand Marketing at Kaiser Permanente. “Improving one’s health is highly personalized and Kaiser Permanente wants to provide the tools and resources to not only help people get started but stay with their health and wellness programs.”
The new work taps into the human truth that we put off until tomorrow what we should do today and provides the next logical step toward achieving a healthy lifestyle of activation. For example, in “Find Your Thing,” the light-hearted spot features a well-intentioned health “newbie” as she endures a trial and error process of finding the exercise that fits her best. To see the work, click here.
“People have enough information on how to live well. What they need is the motivation to take the first step. This campaign provides a real and honest approach to help them get started,” said Mark Simon, chief creative officer of Campbell Ewald. “The evolution of the message was the next step in helping the consumer unlock the motivation that gets them on the path to better health, while still maintaining the brand personality.” The campaign continues to use the Kaiser Permanente “Thrive” tagline, introduced in 2004.
The integrated campaign launched across media channels in regional markets on September 12, with television ads airing in spot markets on shows such as Dancing with the Stars, Glee, Grey’s Anatomy, Modern Family and Private Practice. Print ads will run in regional editions of Better Homes & Gardens, Cooking Light, Sunset, Time, Newsweek, and National Geographic among others. Web ads will appear on sites such as foodnetwork.com, meredith.com, aol.com, gsn.com and tasteofhome.com. Mobile ads will appear on sites such as pandora.com, mapmyfitness.com, and graystripe.com. Print ads will appear in regional editions of publications such as Time and Newsweek. The campaign also features vibrant and engaging out-of-home placements that include bus wraps, billboards and food trucks. An array of eight radio spots that further engage listeners in fun and thought-provoking ways about the components of motivation will also run throughout the Kaiser Permanente footprint.
Campbell Ewald has been Kaiser Permanente's advertising agency of record since 2003.
About Campbell Ewald
Campbell Ewald is a collaborative marketing communications company that provides clients game-changing solutions. As one of the nation’s largest communications brands, Campbell Ewald is made up of a collective of thought leaders with innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.
Campbell Ewald has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), Campbell Ewald partners with a score of national brands, including Alltel Wireless, Carrier, Chicken of the Sea, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy, and the United States Postal Service.
About Kaiser Permanente
Kaiser Permanente is committed to helping shape the future of health care. We are recognized as one of America’s leading health care providers and not-for-profit health plans. Founded in 1945, our mission is to provide high-quality, affordable health care services and to improve the health of our members and the communities we serve. We currently serve 8.8 million members in nine states and the District of Columbia. Care for members and patients is focused on their total health and guided by their personal physicians, specialists and team of caregivers. Our expert and caring medical teams are empowered and supported by industry-leading technology advances and tools for health promotion, disease prevention, state-of-the art care delivery and world-class chronic disease management. Kaiser Permanente is dedicated to care innovations, clinical research, health education and the support of community health.