BLUE CROSS BLUE SHIELD OF RHODE ISLAND
BlueValueDirect Integrated Campaign
I was tasked with conceptualizing and creating a multi-channel campaign for BlueValueDirect, a new offering in the direct pay insurance market.
The challenge: Attract a new group of customers, young, healthy, and single, to purchase health care plans.
The solution: A creative and unorthodox advertising campaign that strategically addressed core audience by meeting them where they already were: online, at gyms, and in bars. Collateral included: billboards, digital ads, point of sale advertising, and beer coasters.