carla hardaway print & dr campaigns

C a r l a H a r d a w a y W r i t e r

S o l u t i o n :

This campaign increased response 129% by

using multiple visuals and straightforward copy

to tell the Invisalign story, with all the polish of a

brand ad plus the heavy lifting of a direct ad.

C l i e n t :

Align

Technologies

P r o d u c t :

Invisalign

M e d i a :

Magazine

C h a l l e n g e :

Make a print campaign based on the insight that

people hold themselves back in social situations

when they are uncomfortable with their teeth.

If you’re uncomfortable with your teeth, you could be holding back who you really are. But Invisalign’s clear, custom-designed aligners can be an inconspicuous and removable way to get a beautiful new smile. Many complex cases that once required bracescan be treated with Invisalign, often in about a year. So check with an experienced Invisalign provider to see if it’s right for you. And let the real you bloom with a new smile.

STRAIGHT TEETH ARE WITHIN REACH. Get a free, no-obligation consultation with an experienced Invisalign dentist or orthodontist at www.invisalign.com/more or 866-417-3877

HOLDING BACK IS A THING OF THE PAST.A NEW SMILE LETS YOU BLOOM.

THE CLEAR ALTERNATIVE TO BRACES


S o l u t i o n :

This campaign increased response 129% by

using multiple visuals and straightforward copy

to tell the Invisalign story, with all the polish of a

brand ad plus the heavy lifting of a direct ad.

C l i e n t :

Align

Technologies

P r o d u c t :

Invisalign

M e d i a :

Magazine

C h a l l e n g e :

Make a print campaign based on the insight that

people hold themselves back in social situations

when they are uncomfortable with their teeth.

If you’re uncomfortable with your teeth, you could be holding back who you really are. But Invisalign’s clear, custom-designed aligners can be an inconspicuous and removable way to get a great new smile. Many complex cases that once required braces can be treated with Invisalign, often in about a year. So check with an experienced Invisalign provider to see if it’s right for you. And let the real you open up with a new smile.

STRAIGHT TEETH ARE WITHIN REACH. Get a free, no-obligation consultation with an experienced Invisalign dentist or orthodontist at www.invisalign.com/outside or 866-399-6369

HOLDING BACK IS A THING OF THE PAST.A NEW SMILE LETS A NEW YOU OPEN UP.

THE CLEAR ALTERNATIVE TO BRACES

S o l u t i o n :

Be direct about the value of what you get for

a low season ticket price, and do it with style

and fun.

C l i e n t :

Heavenly

Ski Resort

M e d i a :

Direct Mail

C h a l l e n g e :

Create an acquisition self-mailer that entices

current and potential members to sign up for

next season.



S o l u t i o n :

Be direct about the value of what you get for

a low season ticket price, and do it with style

and fun.

C l i e n t :

Heavenly

Ski Resort

M e d i a :

Newspaper

C h a l l e n g e :

Create a newspaper ad that entices current

and potential members to buy a season pass.

S o l u t i o n :

Engaging visual, fun headlines with personality

and strong benefit messaging refreshed this

traditional direct mail campaign.

C l i e n t :

Blue Shield

of California

P r o d u c t :

Health Plans

M e d i a :

Direct Mail

C h a l l e n g e :

Leverage Blue Shield’s humorous brand TV

campaign in a traditional direct response format.

50 Beale Street, San Francisco, California 94105

NO POSTAGENECESSARY

IF MAILED IN THE

UNITED STATES

POSTAGE WILL BE PAID BY ADDRESSEE

BLUE SHIELD OF CALIFORNIAATTN: DIRECT SALES, DMP DEPARTMENTPO BOX 629015EL DORADO HILLS CA 95762-9988

BUSINESS REPLY MAILFIRST-CLASS MAIL PERMIT NO. 7203 SAN FRANCISCO CA

SBRE!9576299887!

Get your free information kit

and Exercise for Busy People.

Call (800) 356-2200

Rates starting at $42.* Deductible options. Big doctor networks.

It all works out.

Dear Jane:

Blue Shield of California is dedicated to bringing affordable healthcare to busy people like you. The plans we offer can help you get more from the money you work so hard for.

Rates starting at $42*These are just some of the features our plans offer:

• A guaranteed rate for 12 months. Count on it.

• The lowest-cost plan covers emergencies and hospital services, so snug budgets love it.

• Benefits for different lifestyles—wellness checkups, birth control, acupuncture, worldwide emergency care, and dental options.

• And Blue Shield offers extensive networks of doctors and hospitals for you to choose from.

And we’re just warming up. Call us at (800) 356-2200, or visit one of our authorized agents to get details on the wide range of plans we offer—even a no-obligation quote on the spot.

Best of health,

Brian ClinchVice President, Direct SalesIndividual and Family Plans

P.S. Visit blueshieldcaplans.com/busy for your free exercise brochure or call (800) XXX-XXXX.

*See back for full details.

An Independent Member of the Blue Shield Association

PresortedFirst ClassUS PostagePA I DBlue Shield

So I’m looking for a new place, futon, towels, couch, tv (okay, a life). Go ahead. Ask me how much I have left for health coverage.

Yes, send me a free info kit and Exercise brochure.

Call (800) XXX-XXXX from 8 a.m. to 5:30 p.m., Monday-Friday

Mail us this card

Call now for more info on the rate guarantee.

Please correct your address if necessary. A sales representative may contact you.

PHONE: ( )

BEST TIME TO CALL: AM PM

E-MAIL: (OPTIONAL)

Data CodeFull nameStreet addressAnytown, CA 00000-0000



S o l u t i o n :

Engaging photo, fun headlines with personality

and strong benefit messaging refreshed this

traditional direct mail campaign.

C l i e n t :

Blue Shield

of California

P r o d u c t :

Health Plans

M e d i a :

Direct Mail

C h a l l e n g e :



50 Beale Street, San Francisco, California 94105

NO POSTAGENECESSARY

IF MAILED IN THE

UNITED STATES




SBRE!9576299887!

Get your free information kit and a brochure about managing stress.

Call (800) XXX-XXXX

Dear Jane:

With your schedule, it’s a safe bet to say that “health coverage” isn’t the only thing you have to think about—or spend money on. So you might like to know that Blue Shield of California offers health plans that actually provide the coverage you need. At rates you can afford.

Find the right plan. No hair-pulling or nail-biting required.You’ll find a wide range of plans, with options that include:


• A variety of deductibles—choose what works best with your budget.

• A range of benefits for different lifestyles—wellness checkups, birth control, acupuncture, well-baby care, worldwide emergency care, and dental options.

• Flexibility to see the doctor you want—our doctor and hospital networks are extensive.

And we’re just warming up. Call us at (800) XXX-XXXX or visit one of our authorized agents to get details on the wide range of plans we offer—even a no-obligation quote on the spot.

Best of health,


P.S. Visit blueshieldcaplans.com/stress for your free stress management brochure or call (800) XXX-XXXX.


Time is at a premium and money doesn’t grow on trees. Choose a health plan that will make the most of both.


Working late again. Gotta get the FAQs into the PDF for the A.M. and FYI, the PTA needs donations ASAP. So, no, I don’t have much time or money for health coverage.

PresortedFirst ClassUS PostagePA I DBlue Shield

Yes, send me a free info kit and Managing Stress brochure.

Call (800) XXX-XXXX from 8 a.m. to 5:30 p.m., Monday-Friday

Mail us this card

Call now for more info on the rate guarantee.

Please correct your address if necessary. A sales representative may contact you.

PHONE: ( )

BEST TIME TO CALL: AM PM

E-MAIL: (OPTIONAL)

Data CodeFull nameStreet addressAnytown, CA 00000-0000


S o l u t i o n :

Engaging photo, fun headlines with personality

and strong benefit messaging earned this

particular piece the strongest response.

C l i e n t :

Blue Shield

of California

P r o d u c t :

Health Plans

M e d i a :

Direct Mail

C h a l l e n g e :



NO POSTAGENECESSARY

IF MAILED IN THE

UNITED STATES




SBRE!9576299887!

Get your free information kit and a brochure about managing stress.

Call (800) XXX-XXXX

The rates start at $51* and the coverage works as hard as you do.

What else can we fix up for you?


Dear Jane:

Friends. Family. Work. Fun. Balancing it all can be a full-time job, too. So Blue Shield of California has individual and family plans that balance affordability with great benefits.

Options, options, options.


• A variety of deductibles—choose what works best with your budget.

• A range of benefits for different lifestyles—wellness checkups, birth control, acupuncture, well-baby care, worldwide emergency care, and dental options.

• Flexibility to see the doctor you want—our doctor and hospital networks are extensive.

And we’re just warming up. Call us at (800) XXX-XXXX or visit one of our authorized agents to get details on the wide range of plans we offer—even a no-obligation quote on the spot.

Best of health,


P.S. Visit blueshieldcaplans.com/stress for your free stress management brochure or call (800) XXX-XXXX.



S o l u t i o n :

A lighthearted fact combined with targeted

messaging specifics reached this audience

simply and elegantly.

C l i e n t :

Blue Shield

of California

P r o d u c t :

Health Plans

M e d i a :

Direct Mail

C h a l l e n g e :

Give grownups the facts about Blue Shield

coverage in a clever way.

S o l u t i o n :

A lighthearted fact backed up with targeted

messaging specifics covered all bases for this

audience.

C l i e n t :

Blue Shield

of California

P r o d u c t :

Health Plans

M e d i a :

Direct Mail

C h a l l e n g e :

Give 20-somethings reasons to have health plans

without scaring them.


S o l u t i o n :

A lighthearted yet relevant fact caught the

target’s attention successfully and earned the

campaign’s highest response rate.

C l i e n t :

Blue Shield

of California

P r o d u c t :

Health Plans

M e d i a :

Direct Mail

C h a l l e n g e :

Give families the facts on why Blue Shield

is right for them.



S o l u t i o n :

Highlighting the nicely-designed MSN Mobile

interface on a multitude of silhouetted phones

did the trick. A fun, simple headline gives it the

right personality. The campaign included emails,

clings, postcards and this poster.

C l i e n t :

MSN

P r o d u c t :

MSN Mobile

M e d i a :

Poster

C h a l l e n g e :

Launch MSN’s new mobile service by telling the

consumer MSN Mobile supports a wide range of

mobile phones.


S o l u t i o n :

A fun, memorable phrase became the centerpiece

of this cost-effective launch. The campaign

included this truck wrap and video, plus printed

pieces, online efforts and a sweepstakes. Tens of

thousands of residents signed up the first week.

C l i e n t :

MSN

P r o d u c t :

Portland

Wi-Fi

M e d i a :

Mobile

Video

C h a l l e n g e :

On a shoestring budget, create a launch

campaign for MSN and a partner to introduce

free Wi-Fi in select parts of Portland.


S o l u t i o n :

A fun, memorable phrase became the centerpiece

of this cost-effective launch. The campaign

included these print pieces plus a truck wrap, a

video, online efforts and a sweepstakes. Tens of

thousands of residents signed up the first week.

C l i e n t :

MSN

P r o d u c t :

Portland

Wi-Fi

M e d i a :

FSI &

Doorhanger

C h a l l e n g e :

On a shoestring budget, create a launch

campaign for MSN and a partner to introduce

free Wi-Fi in select parts of Portland.


S o l u t i o n :

A strong headline alludes to the competitor’s

unreliability. The body copy supports McAfee’s

leadership position and still feels conversational.

C l i e n t :

McAfee

P r o d u c t :

Partner

Recruitment

M e d i a :

Print

C h a l l e n g e :

Create a partner recruitment ad that takes

advantage of a volatile competitor, without

naming names, of course.

carla hardaway print & dr campaigns

Marketing