Healthcare brands are not usually the daily topic of conversation, so Blue Shield wanted to engage consumers in a positive way with an industry that may not typically be be top of mind. The company hit the streets to encourage direct feedback unlike ever before to hear what insurance companies should do differently to be easier to do business with.
Working closely with BSC’s ad agency, LPI utilized a “chat box” that coordinated with the ad campaign to encourage feedback and opinions on healthcare from consumers throughout California. Media and consumer events were held in LA, San Francisco, San Diego and Sacramento in high traffic areas where consumers were asked to put their “head in the chat box” and share their unvarnished opinions and suggestions with a healthcare company unlike ever before. All ideas would be considered for improvement within BSC, a key message of the media campaign. LPI also extended this campaign to the Latino market after the initial push.
LPI secured morning show live shots (multiple minutes each) in every market in addition to print/TV coverage throughout the day and beyond. Most importantly, all coverage for the company was POSITIVE. The California-based campaign garnered almost 4 million consumer impressions for a 3:1 ROI and coverage included KTLA, KTVU, KUSI, KTXL, San Diego Union-Tribune, Sacramento Business Journal, Sacramento News & Review, Santa Monica Mirror, KFBK Radio, Bay City news and more.