Campbell Ewald, Warren 
- 30400 Van Dyke Avenue
- Warren, Michigan 48093-2316
- United States
- Phone: 586 558-4400
- Fax: 586 558-5896
- Country Phone Code: 1
- Website: www.c-e.com
- Email: Barbara.Yolles@c-e.com
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...
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.
New Kaiser Permanente Ads Encourage Consumers to Find Their 'Reason, Partner and Thing'
September 13, 2011
"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.
UMHS Launches Ad Campaign for New University of Michigan C.S. Mott Children’s Hospital
September 6, 2011
University of Michigan Health System (UMHS) launched a new campaign to announce the opening of the C. S. Mott Children’s Hospital. Created by marketing communications company Campbell Ewald, the campaign drives consumers online to view 12 new in-depth videos that focus on patients featured in the campaign and their experience with UMHS doctors and staff. From Jake who was born with portions of his...
UMHS Launches Ad Campaign for New University of Michigan C.S. Mott Children's Hospital
September 6, 2011
"This new, engaging campaign provides the consumer a window into the patient lives and stories of the incredible care they received that is the hallmark of doctors and staff at the University of Michigan Health System," said UMHS Director of Marketing Dave Brudon. "Their dedication, skill and compassion are improving lives today, while their innovations are paving the way to better treatments and cures for tomorrow. That's really the message the campaign captures and drives home."
As part of the overall "Michigan Difference" creative, the campaign features the iconic and inspiring music of the University of Michigan's fight song alongside impactful imagery to showcase new faces and stories that portray the Michigan Difference. The work -- which includes TV, radio, print and online videos -- describes the relationships and partnerships that grow between patients, doctors and staff at C.S. Mott Children's Hospital, while capturing moments within stories and bringing them to life. At the end of the TV spots, viewers are invited to visit mottchildren.org to view the online videos and discover more about the new C. S. Mott Children's Hospital. A new Mott Children's Hospital logo, also created by CE, is revealed and features a child's wooden block with the iconic University of Michigan "M" letter on the front in maize and blue.
Mark Simon, chief creative officer of Campbell Ewald said, "We developed the campaign, and in particular the videos, to take a more personal, in-depth look at the impact the entire hospital has had on the lives of these patients and their families. The stories of these 'little victors' and the people who dedicate their lives to helping them is what 'Hail to the Victors' is all about."
The television spots and online videos will debut on September 3 during the first University of Michigan home football game vs. Western Michigan University that begins at 3:30 p.m. on ABC-TV. Radio and print, which highlights the newly designed hospital and its features, will break on September 5, with TV also running locally on primetime cable and network programming. Campbell Ewald has been advertising agency of record for University of Michigan Health System since 2005.
About Campbell Ewald
CE (Campbell Ewald) is a collaborative marketing communications company that provides clients game-changing solutions. As one of the nation's largest communications brands, CE 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.
CE has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), CE 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 C. S. Mott Children's Hospital
The University of Michigan C. S. Mott Children's Hospital is consistently ranked as one of the best hospitals in the country. It was nationally ranked in all ten pediatric specialties in the U.S. News Media Group's 2011 edition of "America's Best Children's Hospitals" including third in the country for heart and heart surgery. In November, the hospital moves to a new 1.1 million square feet, $754 million state-of-the-art facility that will be home to cutting-edge specialty services for newborns, children and women.
