hEALThCARE pRoDuCTS & SERvICES
Group health Cooperative
GRoup hEALTh CoopERATIvE
Sharon Thomson Exec. Dir.-Advt. & Mktg. Comm.
Rio Rossarne Creative Dir.-Dir., Strategic Advt.
VP- Creative Dir.
VP- Creative Dir.
pRoCTER & GAMbLE
Pablo Miro VP-Acct. Dir.
Elizabeth Papasakelariou Acct. Super.
Lucille Gratacos Acct. Exec.
Enrique Marquez VP-Strategic Planner
Maria Bernal Assoc. Creative Dir.
Jose Funegra Assoc. Creative Dir.
ThE INTEGER GRoup
VP- Comm. Planning Dir.
FIND MoRE MINu TES
A longtime Pacific Northwest healthcare institution, Group Health suffered from negative perceptions and declining enrollment. Consumers
were frustrated with the restrictiveness of healthcare and indifferent
to cliched medical ads with lab coats. To stand out, Group Health
needed to stop acting like every other healthcare company and
instead inspire a movement for better health. “Find More Minutes”
empowered people to take an active role in improving their own
health by encouraging them to make healthy choices. Group Health’s
enrollment numbers grew by 29,339 in just one year, compared with
a total of 20,107 new members for the two previous years combined.
Charmin bathroom tissue needed to sell a premium brand to a
value-oriented consumer. Quality of paper in Latin America is low;
consumers have low expectations and thought what they were
currently using was good. They saw no reason to spend more
money. Because of the poor quality, people overcompensated
by using lots of paper from the competition. The idea was to make
people realize how much paper they were using. The campaign
introduced a new character, Gaston, the beaver, that used too
much. The Charmin Bear taught Gaston about his bad behavior
and how to use less. Result: Charmin’s total share grew 5%.
houSEhoLD FuRNIShINGS & AppLIANCES
Allstate Insurance Co.
ALLSTATE INSuRANCE Co.
Lisa Cochrane VP
Nancy Abraham Asst. VP
Nancy Ryan Media Dir.
Georgina Flores Sr. Project Mgr.
Megan Dawson Project Mgr.
Assoc. Creative Dir.
Sr. Acct. Exec.
oCTAGoN MuLTICuLTuRAL MARKETING
DDb NEW yoRK
Dick Van der Lecq
Peter Van Leeuwen
LIGGETT STASho WSER
Sr. Brand Mgr.-Glidden
Global Bus. Dir.
Assoc. Creative Dir.-Art
pRo TECTIoN IS ouR GAME (pRo TECCIóN ES LA JuGADA)
This campaign connects with Hispanics on an emotional level
to increase their consideration of Allstate by fully leveraging
and increasing the awareness of the brand’s Mexican National
Team sponsorship. The 360-degree platform featuring the team’s
goalie Memo Ochoa reinforces Allstate’s position as a proactive
protection leader. The efforts tripled the unaided awareness of
Allstate’s team sponsorship and significantly increased consideration
and referrals of Allstate as well as boosted important drivers of the
reputation: trust, likeability and appeal.
GLIDDEN GETS you GoING
Declining sales and years of brand and media neglect meant
Glidden paint was about to lose a prime retail distributor. The
mission: Turn things around without hurting its largest competitor
house favorite, Behr. The plan: Inspire would-be painters by proving
that painting is not as daunting a chore as it seems. An overhauled
in-store experience, a free paint giveaway, unique placement of
TV, innovative magazine inserts, outdoor kiosks and banners all
contributed to Glidden’s sales jumping up 34 points vs. prior year.
The dawn of a new era in painting.