Highlights

32% decrease of cost-per-call

+ROAS positive return on ad spend

RISE in brand awareness

Praise

“TV with Marketing Architects has been pivotal for us as we've grown and evolved our go-to-market capabilities. I can say with utmost confidence that what we’ve achieved with our TV campaigns has generated a halo impact across all our marketing channels.”

—Chad Wells, Physicians Mutual CMO

Objective

Combat a declining response in marketing efforts, especially TV advertising. Physicians Mutual needed a partner to navigate changing TV and consumer landscapes.

Strategy

Develop creative encouraging viewers to respond and supporting Physician Mutual’s long-standing and deeply trusted brand.

Creative explored ideas ranging from a “scared” wallet running from massive dental bills to, later, a CGI dancing tooth named Benny. Commercials were designed to illustrate relatable experiences for Physician Mutual’s audience while alleviating fears about unexpected dental expenses. As a finishing touch, we rolled out commercials with a texting call-to-action, using AI to power the campaigns.

Results

Highly effective TV campaigns helped Physicians Mutual stand out in a competitive insurance market.

Plus, by encouraging viewers to respond via text, Physicians Mutual was able to build their first-party data to learn even more about their customer journey. And by digging through that data, we were able to provide clarity about their customers’ lifetime values, an insight that’s fueling strategic decisions for years to come.

Media

Featured on top networks:

• MeTV
• MSNBC
• SyFy
• FX
• Oxygen

With top linear and streaming placements:

• World News Tonight with David Muir
• The Tonight Show with Jimmy Fallon
• Good Morning America
• College Football
• American Idol