This two-piece dimensional billboard made it look like giant mittens were linked across the busiest highway in Western New York.
It delighted commuters so much, they called BlueCross BlueShield to thank them for the smile!
We made a habit of buying consecutive billboards on the busiest roads into Buffalo. The first gave you a healthy tip...
The second revealed our tagline.
Think two consecutive billboards would make a splash in commuter town? How about three in a row?
It's the next best thing to dancing in your car...
...with a positive message about self-esteem to boot.
I wrote an upbeat, danceable theme song and recorded it with local musicians. It was a favorite giveaway at Blue-sponsored events, and even got people up and dancing during Buffalo Bills games!
BLUECROSS BLUESHIELD OF WESTERN NEW YORK
When we first started working with Western New York's largest health insurance provider, their reputation was nothing to get excited about.
They were a claims processor, and a stodgy one at that. You might be glad you had a Blue card in your wallet in the event you got sick, but that was where the company's role in your life began and ended.
With health care becoming increasingly competitive and premium costs on the rise, BlueCross BlueShield of Western New York decided it was time to change that. So they called on us to help reposition their company.
The answer was "Healthy Changes Everything," a new brand platform that positioned BlueCross BlueShield as the champion for a healthy body, mind and spirit.
Every tactic communicated the company's desire to help you get or stay healthier, whether you were a Blue member or not. The result was a simple but engaging campaign that grabbed Western New York's attention and inspired many of them to live healthier.
Most importantly, it succeeded in changing the company's reputation in the region for the better -- all while winning the Best of Blues Award from the national BlueCross BlueShield Association.