— TITLE

The Idaho Way Campaign

— ROLE

Associate Creative Director

+ Art Director

— MEDIUM

.120 DRTV

Direct Mail

“The Idaho Way” is how Idahoans live their life. It describes their unique personal kinship with their neighbors and the gem state.  As the spokesperson for BCI, former Idaho Governor, “Butch” Otter embodied that authenticity.

DM Best Practices recommends using variable data. We created 34 variable maps of each county with corresponding variable monthly premiums. It provided each individual with their personal savings. To this day, the “Maps” creative is still one of the highest performers in rotation.

— TITLE

Short & Sweet

— ROLE

Associate Creative Director

+ Art Director

— MEDIUM

Creative Presentation Deck

For year two, the client requested new approaches and updates to the Brand Guide. “Short & Sweet” was one of two concepts selected from over six others. All the creative eventually highlighted the $0 cost benefits, including one mailing which introduced a $10 Reward Card to help incentivize the consumer to act. AEP (Annual Enrollment Period) that year increased significant from the year before.