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Introduce the Quartz brand to the market with a soft launch that paves the way for future brand architecture changes as the brand grows and evolves following the merger's completion.
Shine created a TV campaign that used analogies to equate what the Quartz brand is to the health insurance industry. This campaign positioned Quartz as a new, innovative health plans brand, and the campaign's concept served as a launching pad for future brand campaigns that dialed in on specific benefits following the official brand launch.
Less than one year following the Brand Launch Campaign, Quartz saw a 42 percent aided awareness increase in its coverage footprint.