Highmark Blue Cross Blue Shield: Love It! by Partners + Napier

Date: Oct 2017
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Even with spider bites and dental issues, patients are saying they ‘Love It’ in a new campaign for Highmark Inc, the US’s fourth largest Blue Cross Blue Shield-affiliated health insurance provider.

The campaign, by Partners + Napier, is designed to educate Medicare-eligible individuals 65 and over about the range of benefits that Medicare Advantage plans provide.

The premise: Imagine receiving treatment for an alarming bug bite in a tropical locale that requires an extended hospital stay. Or having your sore back expertly ‘cracked’ by a chiropractor. Or teeth cleaned by an enthusiastic dental team. And loving it!

Who wouldn’t once you realize that all this and more, including gym memberships, chiropractic visits, dental and coverage when you travel – not to mention routine medical visits and prescription drugs – is covered by your Highmark Medicare Advantage plan?

The fully integrated campaign also includes highly targeted direct mail pieces, FSIs, and collateral material for Highmark’s 11 retail locations in Pennsylvania. Digital efforts include direct e-mail marketing to members and prospects, banner ads, five 15-second pre-rolls that embellish and amp up the humor of the DRTV spots, and social media outreach via Highmark’s owned channels: YouTube, LinkedIn, Facebook and Twitter.

Credits

Creative Director: Mike Baron

Copywriter: PJ Galgay

Art Director: Jeff Hopper

Account Director: Kelly Chapman

Director: Chris Hooper, Raucous Content

Agency Producer: Chris King

Editor: Bill Cousins, dPost, Buffalo

Project Manager: Melissa Smith

Proofreader: Erin Dwyer