Mercer Consumer - Sales: Direct Response Marketing Video

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Company: Mercer Consumer, Urbandale, IA
Company Description: Mercer is a global consulting leader in talent, health, retirements and investments. Mercer helps clients around the world advance the health, wealth and performance of their most vital asset—their people. Mercer's 20,500+ employees are based in more than 40 countries. Mercer is a wholly subsidiary of Marsh & McLennan Companies, Inc., a global team of professional services companies.
Nomination Category: Video Categories
Nomination Sub Category: Sales: Direct Response Marketing

Nomination Title: NEA HIP Plus Avatar

The date on which this nominated production was first distributed or otherwise made public: January 1, 2016

Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

In response to long-time client the National Education Association’s (NEA) interest in providing more content marketing for its members, Mercer Consumer Marketing developed a fun and interactive vehicle to generate awareness and education for the NEA Hospital Income and Short Term Recovery (Care Plus) Plan.

The result was a 7-minute interactive video, created in HTML 5, that not only lays out the need for the hospital payment plan but also introduces an avatar — a relatable figure on the screen — that looks and sounds like the intended audience member: an active, healthy female baby boomer who is retired or soon-to-be retired. Thus, “Brenda,” a trim, 60-ish woman with a warm, energetic voice, was born.

With Brenda’s contribution:

• The site’s page views increased 42% over the prior year;
• Unique page views increased 46% over the prior year; and
• Average time spent on the page increased 28% over prior year.

The video provides a solution and ends with a strong call to learn more about the product. And since the video is embedded on the plan website, the member doesn’t have to go far to learn even more about the benefits and how to enroll.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Tony Baldus, Principal, Marketing; Jennifer Gavin, Marketing Manager