OPTUM
A major national healthcare provider overhauls their brand.
In the midst of Optum navigating their latest ground-up brand refresh, the first real test comes in the launch of a new ad campaign. “Strong For” puts Optum patients, and their many reasons for staying healthy, front and center.
In addition to traditional placements, a concerted effort is made to push the brand into new digital markets.
TikTok and Stories formats prove to be great fits for the campaign, offering bite-sized moments of storytelling and subtle branding.
Southern California is blanketed with transit ads and billboards; a variety of subjects and stories are shown within the same format, creating a brand message that develops over multiple exposures.
In some cases, previous campaigns (like the one seen below) are re-thought and re-edited in order to extend their run across the brand transition.
Link to original spot available on request.
Through the strength and the consistency of the new brand, images and video from all sources are brought together; stock imagery and videos are seamlessly integrated with original footage, giving the campaign depth in an efficient way.
It all begins with a shift in the brand.
Nearly everything about Optum’s previous brand changes; in addition to rolling the refresh out with the “Strong For” campaign, more localized spots are also created for a range of smaller companies purchased and rebranded under Optum.
Link to original spot available on request.