“By
showing our belief in and respect for the power of promises, this
campaign brings the company’s core belief of integrity to life in a very
human way,”
said
George Hanna,
executive vice president of sales and marketing at Wellmark. “When
people are managing something as important as their health, that really
does matter.”
The
campaign showcases everyday scenarios of real-life promise keeping, from
a dad who catches his jumping daughter in a pool to a couple
celebrating decades of marriage. Other
executions actually personalize Wellmark by featuring real employees:
Laura, from claims, promises “I will see a face behind every claim”;
Dennis, from customer service, promises “I cannot cure pain, but I can
ease pain.” Eight staff members are featured in
the brand video, whose voiceover says, “At Wellmark, we believe the
promises a company makes are no different than the promises people
make.”
“You can’t bring an idea like Promises Matter to just any client. The company
has to believe it,” said
Reid Holmes, executive creative director at Campbell Mithun. “Our research proved that consumers who put their trust
in Wellmark aren’t just putting blind faith in a company, but in people who believe integrity is fundamental to how they work.”
Creative executions for “Promises Matter” include: brand video, TV, print, digital banners, out of home and radio.
The campaign will run regionally with a variety of related executions through 2013.
The integrated campaign debuts the first work created by Campbell Mithun since
winning the Wellmark business late in 2011. The agency maintains a
substantial health practice and has served clients including Airborne,
Children’s Hospital of Philadelphia, Easter Seals, Eli Lily,
Kimberly-Clark, The Mayo Clinic, Novartis, Pfizer and
Sonovion brands (Xopenex, Lunesta), among others.
