Client: EyeMed
Tasks: Brand Implementation, Dimensional, Print, Digital
Led by future-focused strategies, EyeMed partners with some of the nation’s largest healthcare organizations and has seen impressive growth in recent years. However, in spite of these credentials, some insurance brokers still don’t give EyeMed a second look. To help correct this, I designed a 3D direct mailer that leaves brokers wanting more.
From the beginning, it was clear that a traditional mailer format would not be a good solution because it would blend in with the rest of the mail brokers receive. The custom form of the final design not only stands out, but helps stage the information in a way that is engaging and digestible. Bold headline copy on the front case reflects EyeMed’s future-focus and encourages the recipient to explore the mailer.
The mailer’s custom form came to life through sketching, number crunching, and collaboration with an outside printer. Concept sketches were revised to make the form stronger and extra flaps for glue were added in key places to ensure the form held together. After several iterations, I created a dieline to share with the printing team.
Although a printed piece, this mailer is an interactive experience. As the recipient opens and unfolds the different layers, they learn a new part of the story. When the top slip case is pulled off, a series of “myths” and “truths” challenge the recipient’s assumptions about EyeMed and vision care. The recipient debunks each myth by opening a perforated tab, revealing the truth underneath. After each myth is debunked, this entire panel opens, revealing the call to action and a mini-VR viewer, which is a small gift for the brokers.
To allow brokers to test-drive their new mini-VR viewer, the mailer contains a QR code and link that directs to an EyeMed video. The video provides a glimpse into what living with an eye disease is like and explains why good vision benefits are so important. A custom cavity in the form holds the mini-VR viewer in place. When the VR viewer is removed from the cavity, an infographic explains how it can be used. To entice brokers to visit the landing page and schedule an appointment with an EyeMed sales rep, EyeMed offers to upgrade the mini-VR viewer for 3D VR viewer.
The landing page makes it simple for visitors to sign up for an appointment with a sales rep by placing the sign up form prominently above the fold. The background of the landing page is a clip from the video, connecting it to the overall campaign. The clip comes in and out of focus, mimicking what it is like to live with an eye condition. If recipients do not sign up after receiving the mailer, they receive a follow-up email that links back to the landing page, offering another chance to sign up.