Optum Bank App Launch
Simplifying health
account access
—whenever, wherever.
The Brief
Develop the creative and content for the Optum Bank app relaunch campaign across multi-channels, including app copy, tile, store images, email campaigns, website/landing pages, bank statements, social channels. Drive upgrades with existing Optum Bank app users and downloads with those who currently only manage their account online.
Idea
We focused squarely on the benefit of taking your health account on the go with a theme line that ran through all touch points. A consistent look and feel created a cohesive brand experience that gave the app an identity beyond function.
First step was a message framework to give the app a personality that carried through the campaign from emails to
app store copy.
Impact
We targeted 30,000 engaged users and ended up with 107,174 within two weeks of launch. In the same period over half a million downloads and upgrades with email being the top engagement channel.
Role
Concept, messaging framework, app store copy, beta app review
Design partners
Johannes Frazier, Sophia Ha, Kim Dixson, Cindy Tam
“The launch that elevated us all.This team has moved mountains to execute the new Optum Bank mobile app campaign. With just over a month to execute, this team brought their A game.”
— Consumer Marketing Director
