CLIENT
BlueCross BlueShield of Western New York
Alphonso O'Neil White, Pres. and CEO
Nora McGuire, SVP- mktg. & Business Development
Peggy Kahn, Dir.- Advertising & Sales Support
Louise Lavere, Dir.- Communication Services
AGENCY
Kelli Beckstrom, Account Supervisor
Rebecca Grasmueck, Account Manager
Michael White, SVP- Group Account Dir.
Woody Kay, EVP- Chief Creative Officer
Ken Marcus, Associate Creative Dir.
Dan Madole, Associate Creative Dir.
SUMMARY
Years of insurance rate increases made 2003 one of the most challenging ever for the healthcare industry. In a price sensitive climate, with growing product parity, our client, HealthNow, experienced double the price increase of the number one competitor for their BlueCross BlueShield plans in upstate New York. Our challenge was to create a compelling story of value for BCBS to give people a reason to pay more than they had to for health insurance. Research uncovered that BCBS was an unseen force, constantly working to improve members' health. We knew this insight could transform BCBS into a company worth more. To do this, we took an unconventional approach creating a mnemonic of a big, blue arm to make the pervasive force of BCBS come to life. The campaign reinforced the definition of BCBS as proactive advocates for their members___ health and gave people a reason to pay attention to health insurance. As a result of the campaign, membership grew by 8%, the highest growth rate in company history.
