Blue Cross Blue Shield:
Demonstrating the Dramatic Strength of a Brand

MERGE worked with BCBS to make health insurance top of mind for consumers through a campaign that hits on high drama and the pull of human emotion.

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WHAT WE DID

Strategy

TV

Radio

Digital Video

Out of Home

Print

Health insurance is a highly personal category for consumers. It is closely connected to the health and well-being of family members and employees. Despite that very intimate and emotional relationship, it is not a category that people think of everyday — not at all like the top-of-mind relationship they have with the brand of coffee they drink every day, or the type of shoes they choose each morning. It is a category that typically comes to mind only in that moment when you need it most…when your health or the health of a loved one is on the line.

To display the importance of the brand and product in consumers’ lives and thus bring it to the forefront of their minds, we developed a campaign that demonstrated how the Blue Cross card (the defining physical icon of the brand) supports our heroes in their crucial moment of need. Creatively, there was one way to feature that level of drama: archetypal movie moments that reveal the strength and value of the brand.

The campaign initially launched in 2014 and new versions are continuing to hit the market in early 2018. Additionally, our relationship has grown overall and we continue to evolve the BCBS strategy from brand positioning to brand participation. We’ve been responsible for the development of all core brand messaging for BCBS delivered through a multi-channel approach in many markets — television, outdoor and digital, consumer and business-to-business print and radio advertising, including direct response.

CINEMATIC TV SPOT

A intense plot with the ultimate high stakes…good thing this couple knows exactly what they need to survive.

CINEMATIC TV SPOT

The Blue Cross Blue Shield card serves as the ultimate protection tool for a young Pony Express rider.

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PRINT

Cinematic print styles pick up heavily on the blockbuster movie poster aesthetic and deliver punchy wit in the copy lines.

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Bus Shelters

We extended the campaign with high-visibility bus shelters in urban areas.

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Transit Panels

Additional outdoor included transit and stadium signage.

James Hardie

Next

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Chicago

57 degrees

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Boston

65 degrees

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Atlanta

68 degrees