USAA

The brief we received for USAA’s Medicare enrollment campaign revealed a tasty bit of tension: According to the call center reps, seniors were often calling to learn about their Medicare options, but didn’t have the information they needed to have a productive conversation. (Things like details about their current policies and prescriptions, for example.)

And so, the USAA Medicare Conversation Kit was born.

Knowing that this slightly older audience still reads and appreciates direct mail, we crafted a mailer that was completely focused on making those phone calls between USAA reps and potential members more productive. Designed as a small pocket folder, the Medicare Conversation Kit clearly outlined what information the recipient should gather before calling, and provided a card on which to take notes during the call.

No photos of seniors riding bikes on the beach. Just a simple, useful tool to guide seniors through what can be a confusing and stressful conversation.

The results? A few months later, we got an email from USAA marketing leadership. “A HUGE thank you to the entire Publicis Hawkeye team—the conversation kit has officially become the best-performing Medicare campaign we have every run!!”

It's far from sexy, but with feedback like that I'm proud to have been a part of it.