Independence Blue Cross, Philadelphia
Region’s largest health insurance provider. ibx.com
Tierney, Phila. hellotierney.com
Attract younger customers, often away from national providers.
Even as they acknowledge IBC’s superior product, many younger
consumers anticipate moving up to IBC “later.”
And by “later” they mean?
“when their company is bigger,” “when the economy improves,” when they
are “older” (and less healthy), or when the effects of health
insurance reform “become clearer” to them.
Individuals and startup business owners, 25 – 34.
IBC’s first major advertising not directed to C-level executives of
Flexibility and affordability.
Promise affordability on air; demonstrate both online.
Three :30s. “Couch,” “Loft,” “Laptop.”
View at http://bit.ly/adItqc , http://bit.ly/cDPoxF , http://bit.ly/chWQhr
Microsite (IBC’s first):
Instant rate quotes, based on individual/small/large business.
Two radio :60s, one radio :30.
Three banners (view at http://bit.ly/b2e82k )
Tag intro (new):
“Now more than ever,”
All TV broadcast networks plus young adult cable. Sample shows include
“Glee,” “Entourage,” “ET,” NFL, “Adult Swim.”
Top 7 AM & FM radio stations.
Health related websites, plus content-targeting for “health insurance”
and “small business decicion-makers.”
ECD: Patrick Hardy
CD/AD: Teri Gerbec
CD/CW: Andrew Cahill
Agency Prod.: Peg Finucan
Prod. Co.: A Very Small Office, New York
Dir.: Paul Schneider
D.P.: Martin Ahlgren
Exec Prod.: Saffron Case
Prod.: Elizabeth Amaral
Post: Offspring, New York
Editor: Andrew Maggio
Exec Prod.: Joanna Fillie
Prod.: Lindsay Yacura
Audio Mix: audioEngine, New York
Engineer: Rob DiFondi