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Wellmark Blue Cross Blue Shield
Wellmark Blue Cross Blue Shield-November Blitz

RAN IN: United States

CLIENT
Wellmark, Inc.

Mike Gerrish, VP, Corporate & Marketing Communications
Amber Siever, Team Leader-Advertising & Communications
Smith Tracy, Director of Brand Communications

AGENCY
Mithun *Lead Agency

Denis Budniewski, EVP, Director of Acct. Leadership & Growth
Lynn Franz, SVP, Director of Strategic Planning
Wendy Hansen, Associate Creative Director
Jan Pettit, Associate Creative Director
Angie Schoemer, Sr. Producer


SUMMARY

This is a story of a small health insurer (Wellmark) who bucked the system, making national headlines during the launch of the Federal Healthcare Exchange. Healthcare.gov was plagued with controversy, and technical difficulties. Consumers were confused, trapped, and led to believe they could only purchase healthcare plans on healthcare.gov. Wellmark saw a need to get their message out that consumers could purchase direct from the insurer. Unlike healthcare.gov, Wellmark was open for business! The integrated creative campaign, combined with earned media efforts, resulted in enrollment increases of 528%!

CASE VIDEO


Hero Medium: TV

Audience: Adults 25-54, in Iowa and South Dakota, in search of individual healthcare plans.

Objectives: Create perceptual shift surrounding mis-info about where consumers could purchase healthcare plans.

Type: Business to Consumer

Classification: Regional

Language: English