Activate a brand’s purpose in the real world to drive beyond marketing results.

Challenge

Blue Cross Blue Shield of Massachusetts had positioned themselves as “the health care plan of you” – a high potential concept in the age of personalization, but executed as a handful of testimonial TV spots. They were under threat from more innovative start-ups and were eager for a way to maintain their leadership position.

Opportunity

Innovate around the aspect of healthcare that’s positioned as the most consumer-centric of all: healthy living rewards and benefits. 

Insight

The healthcare company that’s “of you” doesn’t tell you that a year’s worth of gym receipts is the definition of healthy living. It rewards you for however you define living healthy.

Strategy

Meet and reward people in real-world moments where they’re making a decision – on their turf and on their terms – to do something good for their health.