HMS Has New Song for Anthem

Choice and Access are Focus of Ads for Multistate Blue Cross
CHICAGO–Choice and access are the key messages Anthem Blue Cross and Blue Shield attempts to convey in HMS Hallmark’s first work for the insurer.
“Decide to be healthy” is the tagline for the campaign, which broke Aug. 13 on TV, radio and in print in Connecticut, Maine and Kentucky, Anthem’s lead markets. The ads will subsequently be rolled out throughout the rest of the system: Colorado, Indiana, Nevada, New Hampshire and Ohio.
Part of the objective is to unify the Anthem brand, as the Indianapolis-based company has steadily added BC and BS state plans to its portfolio over recent years. Maine was the latest pickup.
“It gives a unified strategy across all of our plan states,” said Jay Blumberg, director of corporate brand management for Anthem. At the same time, the campaign can be somewhat customized to regional demographics with media planning and executions that show different age groups, he said.
HMS Hallmark in Columbus, Ohio, won the consolidated Anthem account, previously split among several agencies, in March, following a review in which Fahlgren in Columbus and Bates Midwest in Indianapolis also competed.
The “Decide to be healthy” campaign was based on extensive consumer research that showed the importance of choice and access, said Tobi Furman, senior vice president and account director at the agency.
The ads tout not only access to doctors and medical care but to information, partly through an Anthem Web site redesign being handled by HMS’ interactive arm, Motivo.
TV spots have sup-ers and a voiceover against “real life” stories, showing various choices people make. A man dishing up sausages at a tailgate party “chose to have a cholesterol test,” one eating corn on the cob “chose dental coverage.” Interspersed are more mundane choices such as, “chose the green skateboard.”
The tone of the ads is consistent with BC and BS’s national campaign from FCB, Blumberg said. K