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.
Each touchpoint takes the broker audience to a landing page where he/she can take action. The value-focused theme is further played out, extolling clear, direct messaging that relates to the benefits of transparency for the broker, client and member.
The first leg of the campaign aims that messaging directly at the broker. It leads with a vibrant postcard, perfectly-coordinated landing page and follow-up email. Each component cleverly reveals how transparency is good for vision benefits and bad for magicians.
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.
Each leg of the of the 3-part campaign leads recipients to a consistently-themed landing page. There, brokers are offered exclusive access to bonus content designed to ease the broker's pursuit to book new business.
The third and last leg of the campaign addresses the importance of transparency to deliver member value. "Good for vision benefits, bad for pirates" is tied back to how clear communications and helpful tools benefit the broker, employer and member.
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.