Mercy Hospital System—Open Enrollment Integrated Campaign
While most people are told when open enrollment is, they’re still often confused about what open enrollment is. To help people make sense of their options during open enrollment and drive them to choosing a Mercy-affiliated doctor, we covered Sacramento with this unexpected headline-based campaign. Over 25 executions popped up all over town in print, outdoor, transit, non-traditional, web banners and on TV. A simple call to action directed people to a microsite that explained what open enrollment is and helped people easily find a doctor connected to the Mercy system. (Art Director: Rob Johnson)
The website featured an easy-to-use app that allowed people to find a doctor using a variety of criteria. It also walked them through the open enrollment process and explained why they should choose a Mercy-affiliated doctor. For a fun touch, we gave people the ability to share the site by sending an e-card featuring one of the headlines to a confused friend.