Healthcare’s Open Enrollment Advertising


Aetna introduced a new Medicare product in 2019, and with open enrollment fast approaching, the healthcare giant needed a hyper-local, targeted media partner to get the word out.

Aetna found what it was looking for in WNDW storefront billboards.

Every year on November 1st to December 15th, Americans have a chance to reevaluate their healthcare companies, and change their plans according to their needs. This period is a crucial time of year for most health insurers, as it gives them the one chance every 12 months to attract new members.

Last summer, Aetna’s brief had some lofty goals: be seen within a half mile of police stations and firehouses across the neighborhoods of 22 markets. This required an outdoor network that could be fast, flexible, and have enough locations outside of center cities to reach this important but relatively small subset of the population: retired police officers and firefighters.

Utilizing WindowPoster™ Displays in over 2,000 storefronts, the creative from Mindshare was simple, easy to understand, and image-heavy, highlighting the point that creative is all-important in any out of home advertising campaign.

If you or your clients are looking for a media partner that can bridge that last mile before a person’s home or office, in a trusted place like a local independent restaurant, cafe or salon, please reach out to our team today. We would be happy to help.

Dean Stallone

Campaign Details: Aetna Medicare Advantage

22 U.S. Markets
WindowPoster™ Displays
7 Display Weeks
85-90% Target Neighborhood Coverage
Audited Impressions: 319,769,100 (Geopath)
Key Cities: New York, Washington D.C., Miami, Houston, Kansas City, St. Louis, Portland ME, Seattle, Salt Lake City, Orlando, Memphis, Las Vegas, Detroit

Aetna has been involved in Medicare since the very beginning, paying the first claim in 1966. Partnering with both the International Association of Fire Fighters and the Fraternal Order of Police, Aetna is making healthcare affordable to members of both organizations after a lifetime of service.

WNDW partnered with Aetna and their media agency, Kinetic, to raise awareness of the availability of these programs in 22 markets across the U.S. With a highly targeted demographic of retired or soon-to-be retired firefighters and police officers, WindowPosters™ were displayed within a ½ mile radius from active fire houses and police stations.

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