ATLANTICARE

Masterpiece tactfully leveraged an ongoing advertising campaign for the AtlantiCare brand to engage people in an entirely new way. In the underserviced area of southern Ocean County, NJ, the challenge was to introduce the AtlantiCare brand and generate positive community awareness while besting the competition of other more established northern NJ healthcare organizations. Within the heavily foot-trafficked Ocean County Mall, Masterpiece unrolled an engaging campaign consisting of vinyl wraps at entrances, rafter banners, and playful life-size cardboard cut-outs that encouraged shoppers to insert their heads in print advertisements. The experience created unique branded photo opportunities, which, in turn, generated communitywide buzz. Encouraging mallgoers to become the "picture of health" and take photos of the branded cut-outs, consumers then uploaded to Facebook for a chance to win mall gift cards. Masterpiece Advertising was able to utilize free social media for brand promotion. Due to the campaign's integrated, interactive and socially-driven nature, it was able to live beyond a physical environment and positively position the AtlantiCare with consumers from the first moment of engagement.