Anthem Plans for Youth

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. “We’re talking to these people when they’re in the entry stage because Anthem has good programs such as low-cost options, but they’ve never promoted them to this market before,” he said.
Four spots feature Anthem customers enjoying mountain climbing, kick boxing and other strenuous activities without worrying about their healthcare plan. Those not insured by Anthem, however, only scale small boulders in their front yards.
The ads will run through the fall on broadcast and cable stations in Connecticut.
O’Neal & Prelle creative director Richard Gamer worked on the spots with copywriter Derek Wood and art directors Robin Hall and David Campbell.
Based in Hartford, Conn., Anthem spent nearly $3 million on advertising last year, according to Competitive Media Reporting.