Helping BCBSRI Members Get More Health From Their Plan

(01)
Insight

WHAT WE DID

Brand Positioning
Brand Creative Platform
Brand TV
OOH
Digital Display
Print
Social Engagement
Cross-channel Video Content

With 70% market share and almost 100% brand recognition, Blue Cross and Blue Shield of Rhode Island is far and away the leading healthcare plan in the state. But an evolving healthcare landscape, fluctuating costs, and more demanding customer expectations are bringing increasing competition from larger national payers.

(02) 
Idea

It’s what we live for — a broad B2B and B2C brand awareness campaign to communicate that no one is doing more to keep Rhode Islanders connected to new, convenient ways to stay active and fit.

Track Name

Track Artist

Track Name

Track Artist

Track Name

Track Artist

Whether it’s running your next 5K, playing with your grandkids,
or planning your next business move, at Blue Cross and Blue Shield of Rhode Island, everything you live for, we live for. That’s why we’re doing more to make sure you’re always connected
to new, convenient ways to stay active and fit.

Helping you get more health from your health plan is more than a promise — it’s what we live for.

“90% of the campaign features real Rhode Islanders just being themselves out in the world. Shooting TV spots featuring real people and not actors just made it so clear how much BCBSRI cares for everyone in their communities.”

Dave Maloney — Broadcast Director, PJA