Speaking Their Language: Engaging Local Communities

Grocery store displays

Localized AEP campaign in 5 languages drives results

Easy Choice Health Plan, a WellCare Company, asked TRAFFIK to build an AEP lead generation campaign reaching California’s growing diverse Medicare market. We took the WellCare story into the neighborhoods, stores, websites and shopping centers where seniors congregate – and spoke to them in 5 languages.

Living room experience in shopping mall

Picturing the audience in CA and NY

To increase recognition and authenticity with the audience, we created a campaign photography and video library featuring diverse seniors at iconic neighborhoods throughout California – which, when combined with location-aware digital ads in-language, made clear the unique offering made to each Medicare beneficiary throughout California. The approach was so successful, WellCare asked us to leverage the campaign in New York the same year, building an image library and campaign reaching Chinese-speaking audiences throughout Manhattan and Queens.

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