Benefits that Rock
Sony Music Entertainment (SME)
Hit the High Notes
Drive Plan Migration
Shift enrollment from the PPO plan to SME’s high-deductible health plan
Boost Contributions
Increase employee contributions to the Health Savings Account (HSA)
Activate Voluntary Benefits Enrollment
Improve participation in Accident Insurance and Hospital Indemnity plans
Getting the Band Together
// Custom Creative
// Benefits & Wellness Expertise
// Strategy & Execution
// Multi-Channel Tactical Mix
// Digital
Encore!
Recognized with 8 Gold Quill Awards
Setting the Stage
We needed to deliver a chart-topping enrollment campaign amidst the backdrop of several challenges:
Tight Budget
It might deter others, but we never let budget hinder delivery. Challenge sparks our creativity.
Competitive Landscape
SME competes for the same talent as Amazon, Google, Universal Music Group, and other tech and music industry employers. Lip synching to the benefits hits wouldn’t cut it—we needed a power-ballad-level enrollment campaign to help SME rise to the top as an employer of choice.
Passive Enrollment
Since employees weren’t required to enroll to have benefits for the coming year, we knew it would take clear, bold calls to action and compelling messaging to overcome the inertia of “No thanks, I’m happy with my current coverage.”
We pumped up the volume with humor and music-inspired imagery and vernacular to create a fun “hook.”
Our Riffs Got Results
Our campaign included SME’s first-ever digital magazine, augmented reality app and benefits microsite, and we kept print to a single enrollment postcard.
Keep It Lean
We stayed lean with a small team and sourced low-cost, high-quality stock images that paired perfectly with our campaign concept.
Punch It Up
We put SME's voluntary benefits center stage with CD jackets using fictitious band names and album covers, complete with punchy reviews.
