For the only major insurer headquartered in Western Mass,
fostering a sense of intimate community/connectedness was
important to inspiring preference with both their member-
and agent- target audiences.
Establishing a distinction between companies based in
Worcester or Boston (compared to Health New England’s
hyper-local focus) was key to distinguishing the brand.
In a series of tv commercials, radio spots, and longer-form online videos, we created an interconnected cast of characters whose stories wove together three product offerings (Medicare Advantage, Medicaid, and Commercial) using the emotional ties found in a close-knit community—
“Where you matter.”