Blue Cross Blue Shield of Michigan
Product Launch
Video Case History »
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BCBSM came to us with a new product targeting a new audience
(18-30-year-old males). Our challenge was two-fold: this audience was notoriously
hard to reach and they didn’t buy health insurance.
Our research uncovered an important insight—those in the target group weren’t worried about their health, but they were very concerned about their finances. Most were already shouldering college loan and credit card debt. This insight led to the creation of Bob, a twenty-something male who endured a series of humorous mishaps resulting in huge medical bills. The campaign was primarily web-driven, including a landing page, online videos, and an online video game.
Our research uncovered an important insight—those in the target group weren’t worried about their health, but they were very concerned about their finances. Most were already shouldering college loan and credit card debt. This insight led to the creation of Bob, a twenty-something male who endured a series of humorous mishaps resulting in huge medical bills. The campaign was primarily web-driven, including a landing page, online videos, and an online video game.
