Having based its new campaign on the notion that purchase decisions have components of both “head and heart,” CareFirst BlueCross BlueShield is confident that its recently launched efforts will reach consumers? rational and emotional sides.
According to the company?s Ann Gallant, the campaign is based on a “stories theme” with the tagline “The care you need will change. The best way to get it won?t.” The creative, developed by the Washington office of global advertising firm Arnold Worldwide, depicts ways in which CareFirst has helped people throughout their lives.
The TV spots feature real-life stories of people such as “Devon,” who had open-heart surgery as a young child and is now healthy and active, and an elderly woman called “Bobbi” who underwent cancer treatment and is now doing well. The television ads will be complemented by print advertising that features a similar theme.
“If you look at the print, we?re talking about being there for major and minor health security,” Gallant said.
“Effective advertising can touch both the head and the heart and that?s what we?re hoping we?re doing,” she said. “Insurance is a very important decision and one of the more expensive commitments that we or an employer makes, so it?s important that you?re getting value from it from the head end and you?re comfortable with it from the heart end.”
Gallant did not disclose how much CareFirst is paying for the campaign, citing competitive reasons. The campaign will run on both local and network television in the Baltimore and Washington markets as well as in newspapers.
She said the company is looking at adding other print components, but plans to do so have not been finalized.
The ads will run heavily through mid-May with a sustained campaign throughout the summer, followed by another heavy flight in the fall.
The campaign will also carry over into in the company?s sales literature and other communications in an effort to maintain brand consistency, Gallant said.
