We’ve worked on the HAP brand a few times in our agency’s long history. And as Michiganders, many of us had lived with it as well as our health plan. So when we worked on a new brand campaign for them, we knew that being a local Michigan company and the region’s only integrated health plan was their differentiator. Our market was flooded with national insurance providers with customer service that was anything but local. Knowing that HAP has always been known for their customer service, with reps who are neighbors, and they are part of Henry Ford Health and truly give back to the community led to the campaign idea “HAP is here.”
It worked on so many levels to show how they are local, responsive, accessible, and innovative. Using their brand orange and bright pops of color, we show how HAP is full of life and filled with bright ideas. We consciously led with action verbs to show how HAP is always working, thinking, refining, helping, collaborating, innovating, responding, etc. all to serve Michigan better. Having original music created by a local composer/musician with a Motown-inspired sound added to the uniqueness of this campaign and helped it stand out in the sea of sameness.
The colorful, thoughtful, energetic brand was a great platform to launch so many creative sub-campaigns. We are really proud of all the work we did across mediums like television, digital, rich media, social media and all the collateral for Medicare enrollment. Here are few favorites.
To see more of our best work, visit our original post in this series: Celebrating 40 years of creative advertising.
