McCann Breaks Blue Shield Work




$10-15 Mil. Campaign Continues To Promote Access+ In California
SAN FRANCISCO–McCann-Erickson’s new campaign for Blue Shield of California introduces the client’s new Web site at www.mylifepath.com and continues to promote its Access+ HMO product.
The estimated $10-15 million campaign will appear only in California, the only state where Blue Shield competes directly with fellow healthcare company Blue Cross. Elsewhere in the U.S., the two companies operate as a merged unit. The effort features Blue Shield’s longtime tagline, “Nobody knows me, like me.”
“Our advertising during the past few years has helped Blue Shield’s Access+ product become one of the fastest growing HMOs in California,” said Dave Tutin, creative director at McCann-Erickson, San Francisco. “But more than that, [it shows] Blue Shield’s willingness to listen to what its customers want. That’s what the new campaign [emphasizes].”
Tutin said the new Web site will provide free health-related information “to all Californians, not just Blue Shield customers.” It will also provide information about discounts for alternative care, such as chiropractors, he said.
Three new 30-second spots feature people seeking information about and support for their individual healthcare needs. One centers on an expecting woman talking frankly about her body’s changes during pregnancy. Another features a young woman who wants answers about how stress and nutrition affect her body as she ages. Each spot wraps with a floating image of the www.mylifepath.com address, and the characters deliver the tag.
“This campaign is part of a long-term strategy for Blue Shield,” said Tutin. “[The company hopes] those who aren’t customers will use the Web site, and eventually join Blue Shield.”
Print and outdoor executions support the TV effort, said Tutin. Production company Gartner, Santa Monica, Calif., helped create the spots. Ray Dillman served as director; Brian Eveslage as art director; and Tamara Birdsall as copywriter.