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Aetna BodyGuard: Branding & Identity

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Description
BodyGuard Health Plans for Millennials
Challenge   Solution>   Results>
An enormous percentage of “Millennials” are without health insurance. Aetna engineered three very low cost plans to meet this groups needs.
Solution>
Challenge>   Solution   Results>
Based on research, TDO created targeted naming, positioning, branding and messaging options for these individuals. Focus groups very clearly defined their preferences. BodyGuard Plans brand, website and marketing campaign, primarily online and social marketing, was a direct result of insights gained.
Results>
Challenge>   Solution>   Results
BodyGuard captures consistent growing membership exceeding sales targets. Programs continue to be refined and optimized based on key learning from analytics.


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