Industry
Insurance
Model
Services
CHALLENGE
A Case for Transparency
EyeMed Vision Care, America’s fastest-growing vision benefits company, teamed up with Responsory to create an engaging broker campaign. The goal? To educate brokers on EyeMed’s transparent vision benefits and use a compelling creative theme to drive excitement and action.
EyeMed needed to get brokers to see the clarity and transparency of their vision benefits. But it wasn’t just about informing them; it was about captivating them. Our goals were clear:
MAKE THE COMPLEX SIMPLE
Brokers had to grasp how EyeMed’s transparency could help them, their clients (employer administrators), and employees. We needed to turn a potentially dry topic into something lively and easy to understand.
STAND OUT IN THE CROWD
Brokers are bombarded with messages every day. Our campaign had to be a showstopper—something that would grab their attention and not let go.
GET THEM TO ACT
We didn’t just want brokers to read about EyeMed; we wanted them to engage, visit our landing pages, soak up the content, and schedule Lunch & Learn sessions.
BUILD REAL TRUST
EyeMed wanted brokers to see them as a trusted advisor, not just another benefits provider. The campaign had to build credibility and show that EyeMed truly understood the brokers’ world and could help them navigate it.
SOLUTION
Working Some Multichannel Magic
With our course set, it was up to us to work our magic. Responsory developed a three-part creative theme centered around transparency, combining messaging with captivating imagery. The campaign included a series of touchpoints designed to draw brokers in and guide them to action through landing pages and offers.
The Transparency theme is brought to life with one part messaging and one part enchanting imagery. The "Good for, Bad for" messaging combined with the visuals draw recipients in leading them to a Lunch & Learn invitation and bonus content offer.
In the second leg, the theme is played out with a secret agent twist, pointing out the benefits of transparency to the client and tying that value back to the broker. A personalized invitation inside the dimensional mailer features a clever audio message teasing the broker's mission to schedule a Lunch & Learn session. See video below.
Messaging on the custom landing pages reinforce the transparency theme's "Good For You" and culmination of tangible value to the broker's selling efforts. Brokers can download value-add content and request a Lunch & Learn session with their EyeMed sales rep.
A 3-Part Trick
BROKER FOCUS
A vibrant postcard, coordinated landing page and follow-up email highlighted the benefits of transparency for brokers.
CLIENT FOCUS
A secret agent twist emphasized the value of transparency for clients, featuring a dimensional mailer with a personalized audio message encouraging Lunch & Learn session scheduling.
MEMBER FOCUS
The final leg underscored the importance of transparency for delivering member value, tying clear communications back to the benefits for brokers, clients and members.
DIVE DEEPER
Audio Adds Value to Creative Theme
See how an innovative, 3-part creative theme can influence and breath life into a multichannel, multi-touch campaign to inspire engagement.
Results
A Clear Winner
The campaign was a hit! The creative theme and well-coordinated approach grabbed brokers’ attention and kept them engaged. The results? A whopping 27% of landing page views turned into immediate Lunch & Learn requests. The campaign’s clear, value-focused messaging built trust and showed brokers that EyeMed truly understood their needs, driving them to take action.
