background
In the case of Anthem Blue Cross Blue Shield, the brand equity consists of more than 60 years of trust, confidence and dependability. metaphor, quite frankly, did not have the budget to recreate that level of equity with a new brand attribute in all of the areas we were to cover and therefore chose to focus on utilizing existing brand equity to its fullest potential.
We are fortunate that Anthem Blue Cross Blue Shield is a recognized brand, particularly among our target community of seniors. Our competition has actually made it easier for us to promote our differentiation, likely because they recognize Anthem as a traditional, BLUE powerhouse in the industry. In short, Anthem possesses brand equity.
challenge
In addition to establishing a fresh creative strategy, the challenges of this project included multiple campaigns with three-tiered objectives that require immediate response to changing media timelines, production budgets and new product rollouts.
We needed to own BLUE and give meaning to BLUE. Anthem Blue Cross Blue Shield carries a positive identity with our target demographic, although Anthem hasn’t brought BLUE to life in advertising in the past.
All of our research – Internet, Focus Groups, etc. indicated that this market has been quite risk-averse and that at this stage in their lives are looking for less risk and more comfort. They simply want to be happy and do what they love to do.
metaphor's solution
Development of creative strategy and execution, as well as, media planning and procurement. By showing that people are “so happy being blue”, we demonstrate that people are happy with Anthem and their health insurance decisions. It allows us to explain why they are happy and how having Anthem as their trustworthy health insurer allows them to pursue their passions and enjoy retirement.
In order to develop the feeling of community and accomplish the objectives metaphor decided to leverage Anthem’s most dramatic difference in the marketplace:
Their Blue Cross Blue Shield affiliation.
