THERE'S EVERYTHING IN BLUE
Once our "Healthy Changes Everything" campaign established itself within Western New York, we decided to expand our messaging beyond healthy tips.
Research from the national BlueCross BlueShield Association revealed that the strength of the Blue brand delivered something different for everyone -- be it a feeling of security, a sense of stability, or even a measure of support they might not be able to get from other health insurance companies.
These winter-themed spots were created to leverage our regional television sponsorship of the 2014 Winter Olympics. Each spot features real members, conveying real stories about what Blue means to their lives.
The spots are sweet, charming, and even a bit uplifting. And they went a long way towards warming up the BlueCross BlueShield brand in the face of an emerging consumer marketplace.