Empire Blue Cross/Blue Shield of New York came to CPS Direct and asked for a modest campaign targeted at benefit plan administrators to increase their market share during insurance open enrollment periods. Although Empire BCBS had over 4 million members in the greater New York City metropolitan area, research showed that many plan administrators and potential members had very low awareness of BCBS, and some were under the impression that the company was out of business — even though BCBS was the largest health insurer in their market based on number of members and provider network size.
The campaign I developed was simple in concept, based on a straightforward multimedia effort (newspaper print, B2B mail, and interactive) to create high awareness of BCBS as a viable option when it came time for enrollment. The design and copy positioned BCBS as a forward-thinking, innovative, experienced, reliable and financially stable insurer with a large provider network, well worth consideration.
The client was so happy with what was originally conceived as a small tactical campaign that they invited CPS Direct to present a full pitch in their New York City headquarters for Empire Blue Cross Blue Shield’s account as Agency of Record, competing against four much larger and well-known New York-based image/awareness ad agencies.
