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Blue Cross Blue Shield of Massachusetts
BCBSMA Medicare Connect the Dots
RAN IN: United States
CLIENT
Blue Cross Blue Shield of Massachusetts
AGENCY
Jennifer Putnam, Chief Creative Officer
Amy Snelling, SVP, Business Leadership
Marie Rockett, SVP, Group Creative Director
Molly Bluhm, Director, Business Leadership
Pete Valle, SVP, Group Creative Director
Eric Anthony, Art Director
Cameron Van der Veer, Copywriter
William Near, Producer
Emily Swastek, Supervisor, Business Leadership
Danny Poulin, Strategist
Caroline Cormier, Sr. Strategist
Kara Canole, Associate Producer
Havas New York
Verte Agency
The Mill
Bowie King, Creative Director
Anaïs La Rocca, Director
Fergus McCall, Head of Color
Soundtrack
Howard Carle, Mixer
SUMMARY
The competitive landscape for Medicare plans has gotten increasingly fierce. The open enrollment timeframe is crowded with competitors vying for attention with increased media spend and fluffy messages portraying retirement in the same blissful manner. Our insight: People want someone to explain their choices clearly so they can feel confident in their decision. We turned Medicare’s inherent complexity into our strategic, creative hook and a promise to connect the dots. In doing so, we were able to reverse our 3-year downward call volume trend and increase effectiveness by 29%.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: DIRECT,OOH,PRINT,SOCIAL MEDIA,TV
Audience: 55+
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
