They asked Health Alliance Plan (HAP) wanted to become the most progressive health care provider in the market.

We answered by re-inventing the brand with a cohesive (and predominantly orange) TV, print, outdoor, collateral and radio campaign that positioned HAP as approachable and forward-thinking. At a time when online had yet to become a viable source of information for consumers, HAP became the virtual leader.

This happened According to an annual tracking study, awareness of HAP's online capability increased 9%.