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O’Neal & Prelle Repositions Care Provider
BOSTON–Looking to broaden its customer base, Anthem Blue Cross & Blue Shield of Connecticut targets “the next generation” of healthcare consumers in a TV campaign from O’Neal & Prelle.
The ads, which make an appeal to young adults 25-34, is a change from the family themes employed in past Anthem ads. The tagline, “Our plan is to keep you healthy,” is retained from previous efforts.
Studies showed that people start thinking seriously about insurance in their mid-20s, said Bill Ervin, chairman and chief executive officer of O’Neal & Prelle in Hartford, Conn.
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