This commercial was part of a totally integrated marketing communications campaign which uses a "blue shadow" as imagery to symbolize the support and strength of the Blue Cross/Blue Shield brand. It shows a youngster skipping rocks across a pond (while his "blue" shadow) is there.
Filosofía
The solution was to redefine the b rand to leverage the national equity of Blue Cross/Blue Shield while retaining its local and unique identity. The goal was to reposition the brand to rsonate with key purchase drivers with an image campaign to build positive perception of the brand and foster preference among the target audience.
Problema
Wellmark Blue Cross and Blue Shield is the largest health provider in its region of Iowa/Dakotas. While their market share and awareness was strong, health plans are perceived as commodities with parity products and Wellmark had only limited association with key purchase image drivers.