Blue Care Network
Blue Care Network (BCN) wanted to position itself as a leader in preventive healthcare and reinforce the connection between BCN and Blue Cross Blue Shield of Michigan. They were looking for a new articulation of their brand, one that could also extend to some of their innovative new products like, Healthy Blue Living, a plan that encouraged individuals to lead healthier lives and helped businesses have a healthier bottom line.
We developed a brand campaign that used a mnemonic of the BCN card to strengthen the identity with the Blues and emotionally connect with the audience. Using the brand standards established for the umbrella brand, we developed print, radio, outdoor and interactive materials for the Healthy Blue Living campaign. Plan membership grew from 50,000 to almost 75,000 after the campaign launch, and membership reached the 100,000 milestone in 2009. The Michigan campaign won the coveted Best of Blue Award, beating out Blues across the country.