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 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.
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.
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.
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.
