The most critical objective for Anthem’s 2011 rich media campaign was to drive the brand’s reputation. In order to drive reputation, Deutsch LA reached out to the key audience
of Health Insurance Decision Makers – 25-34, educated, earning over $75K a year). Deutsch LA knew that healthcare wasn’t something people typically interacted with unless absolutely
necessary. To combat this, they created a rich media campaign that featured a baby crawling across the Web page, pulling itself up with the copy. They even did a page takeover in which a woman within
the Anthem banner sneezes and blows all the content off the page.
Find the complete list of 2012 OMMA Awards Finalists
here.
Winners will be announced at the 2012 OMMA Awards reception in New York on
October 1,
2012