Kaiser Permanente Car Wraps
Challenge: While the Thrive campaign was already successful across traditional media, there was a need to create a highly visible and mobile form of advertising. The challenge was to transform the company's fleet of service vehicles into a continuous, rolling public health message to reach a diverse audience in their daily routines, particularly in high-traffic urban and suburban areas.
Approach: A creative strategy was developed to design a series of custom vehicle wraps. The designs used the signature colors and typography of the Thrive campaign and were focused on simple, impactful messaging. The fleet of vehicles was treated as a moving billboard, ensuring the campaign's message about wellness and prevention reached people at their grocery stores, schools, and workplaces.
Results: The car wraps proved to be an incredibly cost-effective and memorable component of the overall campaign. A post-campaign study showed a 15% increase in brand recognition in areas with high fleet traffic. The initiative also generated significant social media buzz, with users sharing photos of the wrapped vehicles and amplifying the campaign's message organically.
Role: Brand strategy, messaging, copywriting, creative direction.
