2010 SILVER

HEALTHCARE, PRODUCTS & SERVICES

OUR HEALTH CONNECTS US

ANTHEM BLUE CROSS AND BLUE SHIELD, WELLPOINT (ANTHEM BLUE CROSS AND BLUE SHIELD)

Elizabeth McDonnell, Staff VP, Brand & Advertising
Shelley Patchin, Director of Advertising
Kelly Colbert, Director of Marketing

DEUTSCH INC.

Kim Getty, EVP, Executive Director
Carol Roth, VP, Account Director
James Sheehy, VP, Account Planner
Eric Springer, EVP, Group Creative Director
Josh Rose, EVP, Digital Creative Director
Karen Costello, SVP, Group Creative Director
Avery Carroll, SVP, Associate Creative Director

STARCOM

Anthem Blue Cross and Blue Shield, the #1 health insurance carrier, wanted to engage people with their brand. Success would be demonstrated through a lift in brand engagement and funnel metrics. Our approach was a new take on health and wellness: if people wouldn't get healthy for themselves, would they do it for those they care about? Our big idea: your health has an influence on the health of those around you. Our campaign drove a 10-point lift in Familiarity and Purchase Intent while exceeding microsite visits and engagement goals.