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Highmark Blue Cross Blue Shield Delaware
Blue Hen
RAN IN: United States
CLIENT
Highmark Health
Cindy Donohoe, EVP & Chief Marketing Officer
Craig Riner, SVP of Strategic Marketing
Christina Zdanowski-Pattison, Director of Strategic Marketing
Selina Halat, Acquisition & Enrollment Marketing Manager
Dan Morris, Senior Marketing Digital Strategist
AGENCY
Mike Baron, Executive Creative Director
Kelly Chapman, Group Account Director
PJ Galgay, Associate Creative Director & Copywriter
Rick Calzi, Senior Art Director
Brenna Kunzler, Account Executive
Assembly
Brunner
SUMMARY
Highmark Blue Cross Blue Shield Delaware needed to retain 66K+ state employees when a big, national insurer was trying to lure them way with a less expensive plan option. By building on an insight that only Highmark Delaware could own, we connected with State of Delaware employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost disadvantages, the campaign achieved 100% of total retention goal, added nearly 3K new members, and delivered 5.2-to-1 ROI.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: EVENTS,INTERACTIVE/ONLINE,OOH,PRINT,TV
Audience: Employees
Objectives: Retain existing customers
Type: Business to Consumer
Language: English
