Best Transportation Email Message, Best Of Show Email Message

Success is in the Cards
AirMedCare Network tests an eGift Card strategy, softening the blow of a price increase

THE TARGET
AirMedCare Network prospects who have recently signed up to receive communications from AMCN. These prospects are heads of households, 35-70 and include those who live far from a trauma center. We lean toward consumers who have an affinity for adventure and travel.

THE CHALLENGE
Generally speaking, when it comes to accidents and unexpected illnesses, people believe, “It won’t happen to me.” We wanted to reinforce the importance of being prepared and protecting your family’s finances with an AMCN membership. Injuries are often not as significant as the financial catastrophe that a family faces as a result of uncovered expenses. Membership shields clients from these financial burdens. The proposition is complicated—not easily explained in short-form communications. We needed to get attention quickly so that we could clearly outline the benefits of AMCN memberships.

More specifically to this project, our prospect pool had been receiving emails about end-of-year offers for multi-year memberships. If they missed the opportunity to sign up with this advertised discount, they may have been upset to find out prices increased in January.
See full entry for Work and Results.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Associate Creative Director:	Tylor Loposser
CD Copywriter :	Mike Wilson
Traffic Manager:	Kay Doyle
VP, Client Strategy:	Tracy Mueller
Senior Account Director:	Trela Willaims
Account Director:	Shalaina Ocasio
Associate Account Director:	Kate Price
Sr. Manager, Digital Strategy:	Sarah Baker

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.