The Membership For Your Non-stop Life

CVS was ready to launch Carepass, their monthly subscription program. But with a lot of competition from Amazon, Wal-Mart and others, they needed a clear POV on the program.

Carepass is aimed at busy families, providing them with health-focused, convenient benefits like free delivery and health-product discounts. We knew that the key demographic (women in their 30s and 40s) was busy, but through research learned just how busy - the average mom juggles 42 separate tasks each day.

So we focused on showing that whatever the day brings, CarePass comes in handy for any scenario mom may encounter. It’s the Membership for your Non-Stop Life.

After establishing a new style guide and campaign voice, we used specific audience targeting to meet busy moms in the places they were, when they needed us most: broadcast after kids bed time, Instagram and Facebook videos after work, and OOH for the busy commute locations.