BlueCross BlueShield of South Carolina staff at “Blue” walk-in retail locations found themselves fielding questions from anxious parents:
“Can I sign my son up for a health plan myself?”
“If I get my kid to sign up, can I pay for it?”
Like 20- and 30-somethings for decades, these adult children felt “invincible” and unmotivated to buy health insurance. But our team identified two critical differences for today’s Millennials and GenY consumers:
- A solid relationship with their parents, and the way they value them for their opinions, and;
- The parents involvement in their lives, desperately wanting their kids insured; and their willingness to help enroll them.
These insights led to a cross-generational campaign to get those applications filled out. And a unique campaign…
YouTube Pre-Roll Ads
Inventing the Holiday Blue Box
Those facts were great, but lacked an emotional hook that would bring the story home. Creating the “Holiday Blue Box” turned a cold, intangible “insurance” offer into a warm Blue-branded “gift” that had an actual physical image, and a “thing” to prompt adults and children alike to act now and obtain.
A bit ironically, to bring this message home, we took it online — where GenY arguably “lives.” The combination of digital video, radio and display ads shown here not only reached the right public, it touched them, generating response and blowing the doors off response targets…enrolling thousands of incremental new members.
Needless to say, the Holiday Blue Box Campaign brought a lot of Holiday and New Year’s cheer to BlueCross headquarters.
Creative Executions Across Platforms