These targeted digital ads featured customized creative to reach active duty family members and National Guard and Reserve sponsors.
The TRICARE Dental Program (TDP) is the largest dental insurance program in the world, covering military members and families all across the globe. As their advertising agency, ity was tasked with increasing enrollment to meet government quotas.
Having a tightly-defined target audience enabled ity to be very strategic in selecting the mediums used to communicate our message. These included military-themed digital/print publications as well as advanced geofencing to lists of eligible, but not yet enrolled, member households. Military members and families within the geofenced areas were served Connected TV and Over-the-Top Television (OTT) commercials, pre-roll videos and banner ads. There was also a heavy social media push.
All communications drove traffic to an enrollment-specific landing page to simplify the enrollment process. Metrics for the entire campaign have been constantly monitored and tactics optimized accordingly. The campaign has proven to be extremely effective with significant increases in new, year-over-year enrollment.
ity shot scenes of military members enjoying video chats with family members as an emotional background for communicating the rational benefits of becoming enrolled in the dental program.