WHAT I LOVE
Kaiser Permanente, the nation's largest managed health care organization, was faced with brand challenges and misconceptions in Hawaii, despite a solid presence in the islands since 1958. To help address these issues, Wall-to-Wall Studios developed a strategic brand campaign targeting potential new members. The goal was to increase non-members' “willingness to consider” Kaiser Permanente. W|W created a simple but powerful broadcast and digital campaign entitled “What I Love” which featured actual physicians sharing what they love about being a part of Kaiser Permanente. The campaign proved to be effective, resulting in an over 20% increase in non-member “willingness to consider” Kaiser Permanente across multiple age groups.
TELEVISION: WHAT I LOVE
LET'S GET DIGITAL
Following on the heels of the original spots, W|W expanded the campaign with digital and social media videos and banners. Employing vibrant colors to stand out in the digital space, one set of ads continued with physicians speaking directly about their experiences as patients in the Kaiser Permanente system.
DIGITAL VIDEO: HEARTFELT- DR. CARNEY
DIGITAL VIDEO: REASSURING - DR. POON
DIGITAL VIDEO: CHILDBIRTH - DR. SHIMIZU
BACK & FORTH
Digital banners and another set of digital videos took a conversational approach, focusing on text message exchanges between members and their friends or family, highlighting the features of Kaiser Permanente's care that help to differentiate them from other health plans or providers.
In support of the digital campaign, W|W designed and built a microsite to offer succinct answers to some of the biggest questions potential members may have about Kaiser Permanente's health plan and care.
WHAT I LOVE GOES NATIONAL
With the concept’s success, W|W was hired to take the concept to Kaiser Permanente regions across the country. We began by interviewing stakeholders in each region to identify the unique care-abouts in their communities. Subsequently, W|W crafted scripts to meet each region’s objectives. The creative team traveled with our production partners to meet clients in seven cities, from Seattle to Atlanta, over the course of six weeks, filming more than 40 Kaiser Permanente professionals. From over one hundred hours of footage, W|W delivered eight spots; seven in English and one in Spanish.
WHAT I LOVE • YEAR TWO
In the second year, W|W expanded the Hawai‘i campaign to involve local Kaiser Permanente members, capturing their authentic, positive experiences with convenient, quality care. Honing in on a target demographic of young families, W| W worked with the client team to identify and interview parents of young children who shared charming, relatable stories that were worked into the spots. The member perspective resonated, garnering a 15-point bump in willingness to consider after seeing the ads.
W|W also continued to build on the value of seeing local faces and hearing local voices with a new set of medical professionals. As part of the process, we sometimes unearth stories that don’t necessarily fit with the original objectives but are too powerful to leave on the cutting room floor.
WHAT I LOVE • YEAR THREE
Since the member-centric spot scored especially high marks, W|W took it further in the campaign’s third year with three spots dedicated to members' stories that delivered compelling proof of Kaiser Permanente's medical excellence in Hawai‘i. Local members shared their experiences with cancer, birth complications, and heart disease. Since the previous campaigns had been so successful, Kaiser Permanente Hawaii had a higher baseline willingness to consider than ever before, leaving less room for improvement. However, all the spots resulted in all-time high rates at or above 60%.
WHAT I LOVE • YEAR FOUR
The most recent campaign sought to depart from the minimalist white background for a warmer visual approach. Physicians and members were interviewed ahead of time again to unearth those genuine positive experiences that have been resonating with audiences since this campaign began.