Aetna Student Health Goes Back to School

Industry:  Insurance 

Description: 

A market leader in offering health insurance plans for college students. 

Problem: 

Aetna sought to grow their membership base by marketing directly to students attending client schools offering Aetna Student Health insurance plans. Unfortunately, undergraduate students are not exactly tuned in to insurance decisions; their parents typically serve as the decision-makers.

How could they cost-effectively achieve growth within a very tight back-to-school window of opportunity? 

Solution: 

Mythology executed a rapid planning process to pull together a targeted event + email campaign that engaged students on 10 major campuses around the United States. In addition, an exciting iPad giveaway and Aetna "balance band" promotion, combined with a unique "send to parent" email engagement campaign, was executed. 

Results: 

Thousands of students entered the promotion and sent a reminder email to themselves and parents while engaging Aetna Student Health in the "Aenta Wellness Spa" experience during major back-to-school events. Awareness and consideration of Aetna Student Health jumped signficantly on participating campuses.