Excellus BlueCross BlueShield: “Life Has A Plan” Campaign

Preparing for big changes in health insurance by building an emotional bond

Background: The Affordable Care Act means significant changes for all health insurance companies, including our client, Excellus BlueCross BlueShield. There is a big upside: the mandate will create an opportunity to acquire new customers who have never had insurance before. But there are significant downsides, too. The New York State Exchange will bring new competitors, including national players and new health plans, and new regulations will commoditize products and make it harder for consumers to understand the differences between health plans.

Our insight: Having more choices is mixed blessing. It can liberate, but it can also paralyze. This paradox will create greater unrest as the new world of health insurance becomes a reality. And, as a result, simplicity and an emotional connection with a brand will become more important than ever.

Our solution: Our “Life Has a Plan” campaign was designed to create and strengthen consumers’ emotional connection to Excellus BCBS. It avoids complex “insurance speak,” and instead uses fun, engaging lifestyle creative to demonstrate that Excellus BCBS understands the lives of consumers – whether they’re young adults starting their lives or Boomers about to retire. When consumers need to choose a health insurance plan, there will be one brand that truly understands who they are, where they’re from, and how they live. The campaign emphasizes a unique combination of benefits that only a BlueCross BlueShield brand can offer: national strength and local focus.

Our campaign engaged consumers with TV, print, outdoor, and digital marketing. A promotional overlay invited consumers to submit photos and videos of moments from their lives, with the goal of using user-generated content in future campaigns.

The results: The campaign just recently launched and results are not yet available.