Case Study
Dakotacare Ducks
Situation:
After assisting the South Dakota Medical Association with the naming and launching of its health plan, Lawrence & Schiller was tasked with creating the second generation marketing plan to physicians, groups and the community.
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The ducks also helped combat the competition by telling members that DAKOTACARE "had its ducks in a row" when other plans were still working out the kinks. |
Solution:
"A New Plan Has Hatched" was created for DAKOTACARE. This freshly hatched duckling would become a recognizable symbol that would carry through marketing efforts. The ducks also helped combat the competition by telling members that DAKOTACARE "had its ducks in a row" when other plans were still working out the kinks.
Several television, print, outdoor and direct mail pieces prominently featured the ducks over the years. Massive ponds were built in the L&S Production Center to accommodate the filming of a mother duck and her ducklings swimming in a pond or walking down a grassy hill.
Result:
Focus group research would later show that people did in fact associate DAKOTACARE with the ducks; they even associated the AFLAC duck with DAKOTACARE. The DAKOTACARE duck campaigns won numerous Gold, Silver and Best of Class Addy awards.
