Anthem Healthcare hired Sensis as its Hispanic Agency of Record as part of a larger initiative to increase Anthem market share in Medicare Advantage programs among Spanish-speaking seniors.
The work aimed to appeal to a conventionally hard-to-reach audience of Spanish-speaking adults aged 65+ with a HHI of $50k or under. The 2020 campaign also aimed to work around the external limitations of the COVID-19 environment and crucial 2020 elections period, both of which significantly impacted media placement deliveries.
Our team developed flexible media strategies that targeted Hispanic audiences across five markets including Los Angeles, San Antonio, Houston, El Paso, and Tucson.
Our media mix, which included TV, paid search, and social, had to rapidly adjust to the evolving COVID-19 media landscape. To support such efforts, we produced creative executions for infomercials, TV spots, direct mail, phone banks, paid social, and search ads, all guiding prospects to call centers or a Spanish website.