BOSTON Independent Connelly Partners has launched a campaign for Fallon Community Health Plan.
The campaign is titled "Everyday" and features a new tagline ("Is here") and new positioning for the healthcare company. Two 30-second TV spots feature the Buddy Holly song "Everyday." One ad shows different scenes from a businessman's life as his career progresses, from up-and-coming executive to retirement. A second spot focuses on a woman, from her graduation to the birth of her first child.
"Our brand is more than our name, our logo, or even our tagline," said Fallon Community Health Plan president and CEO Eric Schulz, in a statement. "For us, it is our fingerprint on the healthcare industry, our identity and what separates us from our competitors. Our competitive advantage in the marketplace is our ability to offer unique solutions to our customers."
The campaign also includes radio, print, billboard and Web executions. Connelly Partners in Boston also crafted a new logo for Fallon.
"With a simple voice, style and lyrics that are reminiscent of simpler days, Buddy Holly is an icon of genuine honesty," said agency president and CEO Steve Connelly, in a statement. "His song "Everyday" with its simple chords and memorable message was a perfect foundation for [Fallon's] new campaign. Because consumers these days have so little time to process messages, we believe using established musical equity is a very efficient way to connect with people."