COMMON GROUND HEALTH
Finally, honest health insurance
Telling the story of a different kind of health insurance is easy especially when people are ready to hear it. Meeting with the people at Common Ground, it was obvious the reason the company was formed was to challenge the status quo and the company was hoping to create more ideal health insurance. The Idealist Archetype fit Common Ground to a t. It was just a matter of putting a voice to that story. We produced a brand video to articulate what Common Ground Healthcare Cooperative stood for and what health insurance customers were already thinking.
PRO TIP: WHEN THE CEO IS HONEST TAKE ADVANTAGE OF IT
Cathy Mahaffey, the Common Ground CEO, gives off a vibe of honesty and straightforwardness that many of the cooperative members said, "She should do a commercial." Voila! A 22% increase in YOY membership. An astounding number in this category.
CALLING OUT THE COMPETITION
As a challenger brand we wanted to call out the competition's tactics. Using words like "shenanigans" and "malarky" were pretty good ways to describe the tactics of the rest of the insurance industry.
Finally, using the tagline, "Honest Health Insurance" solidified the bold position we took.