On a list of all the things that might prompt a senior to dance for joy in today’s world, “health insurance” would likely find itself perched precisely at the bottom.
Yet upon this most unlikely premise, we created Blue Cross of California's most successful senior product introduction in its decades-long history.
The client's senior product development team uncovered a niche market underserved by current Medicare Supplement and Medicare+Choice HMOs–a market of healthy, youthful, energetic, active seniors neither comfortable with–nor ready to accept–the traditional concept of sedentary, health-challenged aging.
Further, it was found, this market felt that their healthy lifestyle should entitle them to more reasonably-priced health insurance.
Armed with these insights, we created “Dance Fever", a TV and radio campaign featuring a diverse group of seniors literally "dancing for joy" over their new, low-cost, high-benefit Blue Cross SmartChoice health plan.
The campaign was designed to leave the audience with a simple takeaway: This is a company that understands who I am and how I live.
This is a product that fits my lifestyle and my budget. It’s comprehensive benefits, are, in fact, something worth celebrating. So, I will make the call to learn more about how I can join SmartChoice.
In short, “Dance Fever” took Blue Cross of California’s aggressive lead generation goal and more than doubled it. Concurrently, it cut the desired cost per lead by more than half.
As a result, this unusual approach paid high dividends in terms of brand building while setting new records in lead generation and, in the process, winning several national awards.
The Always On Double Take offers our clients double their exposure without raising their media spend. So just imagine the value Always On can add to your next project.
Contact us for details.