Sports sponsorship: Barclay's cEnter
Description: As one of the founding sponsors of The Barclay's Center and the Brooklyn Nets, EmblemHealth had a permanent rotation of ads running throughout the sports arena, as well as on the digital oculus outside.
My role: As Director, Marketing & Creative Services, I led our brand team and agency, gyro, to capitalize on this investment. We created a video that would energetically engage consumers by connecting the EmblemHealth brand to Barclay's Center events. We also created complimentary digital banners that ran in the stadium, as well as print ads that ran in event programs.
Results:
- Upon launch, record-level highs in Brooklyn for EmblemHealth brand awareness and favorability
- 5%+ increase in leads for individual plan membership
EmblemHealth Barclay's Sponsorship video (30s)
Barclay's web site banner ad
Credits: Marco Wells, Creative Director, gyro; Tim O'Malley, Art DIrector, gyro; Bernie Watt, Senior Copywriter, gyro; Bob Feeney, Manager, Enterprise Marketing, EmblemHealth; Claire Surrey, Manager, Enterprise Marketing & Digital Engagement, EmblemHealth; Jinni Baek, Marketing Specialist, EmblemHealth