Objective

Since 1987, Delta Dental has been proud to provide oral health coverage to America’s civil servants and its armed forces. Every year during open enrollment season, these groups are bombarded with generic advertisements for dental and medical insurance. This 2023 campaign cut through the clutter by positioning Delta Dental not just as a fellow insider, but as an ally who celebrates civil servants and military service men and women for the people they are and the important work they do.

Strategy

This campaign targets government employees, active service members and military retirees by aligning Delta Dental with the values that led these individuals to a career in service: duty, tradition and work ethic. Because Delta Dental shares these values, the campaign builds rapport by demonstrating respect and understanding. Just like these individuals, Delta Dental is committed to delivering what’s expected and working hard to serve others. The military expression “We’ve got your six,” alongside images of service people and their families, serves as the cornerstone of the campaign by positioning Delta Dental as company that supports them like a fellow service member.

Results

Highlights include:

• The single highest performing Delta Dental campaign to date
• 146% improvement in cost per click compared to last year’s open enrollment campaign for government workers and service members (Savings of $1.68)
• 130% improvement over the industry benchmark click-through rate of (1.29% vs 0.56%)
• 85% more clicks overall than the industry benchmark (1.65% vs. 0.88%)

Media