Wellmark BlueCross BlueShield launched its latest “Promises Matter” campaign by agency Campbell Mithun with work showcasing a motorcycle crash survivor and introducing a new mobile app. The effort reinforces the integrity and accessibility central to Wellmark’s identity as a health insurer who strives to keep its promises in a shifting category where providers now compete fiercely for consumers. (Videos embedded below; view all creative assets on the Promises Matter campaign dashboard.)
“Promises should matter to a health insurance provider, that’s why we’re here,” said Tracy Smith, director of brand communications at Wellmark. “This work reinforces that message of integrity and introduces our promise of making healthcare easy to navigate via initiatives such as this new mobile app.”
The “Daunting” television spot (:30) and related “Matt and Kendra” 3-minute online video feature testimony by Matt Johnson, a dirt bike racer who survived a crash, two weeks after his wedding, that put him in a coma for days and could have meant bankruptcy for him and his new bride. “I knew in my heart I’d make a full recovery, but would we recover from the bills?” Matt says in the voiceover. “We pictured ourselves bankrupt at 24. Turns out there was nothing to worry about. Wellmark kept their promise.”
“Matt and Kendra”:
To introduce Wellmark’s new mobile app, Campbell Mithun developed a TV spot “Carded” (:30), a radio spot “Purse” (:60), digital and mobile banners and a slate of Facebook ads. The TV and radio spots use humor to dramatize the frustration of searching for a health insurance card: “Carded” features an older woman who surprises bystanders (and viewers) by having the app; and in “Purse,” a woman digs through her purse to find lipstick, parking tickets, mustard packets, a picture of her cat, War and Peace and a kitten — but no health insurance card.
“This work delivers Wellmark’s ‘Promises Matter’ message by sharing two very different but authentic experiences: one is a true health disaster; the other, a universal and practical situation,” said Reid Holmes, executive creative officer at Campbell Mithun. “Each resonates in a very different, yet impactful way to show what it looks like for a health insurance provider to keep its promises.”
Production notes: Matt Johnson’s testimonial was filmed on one of the only sunny days this rainy spring on location at a track where he used to race near Rochester, Minn. The final cuts include actual photography of his accident in 2011.
The work will run regionally in South Dakota and Iowa through August 2013. Meers, based in Kansas City, is the media agency.
- Chief Creative Officer: Heath Rudduck
- Creative Director: Reid Holmes
- Art Director: Randy Gerda
- Copywriter: Joe Stefanson
- Executive Integrated Producer: Bill Smallacombe
- Project Management: Tracey Mercil
- Account Leadership: Jessica Hack, Sam Heitke
- Director: Justin Corsbie
- Production Company: Synthetic Pictures
- Editor/Post-Production Company: Mike Weldon / Channel Z
- Sound: Rumble Music & Victory Records
Wellmark, Inc. (www.wellmark.com) does business as Wellmark Blue Cross and Blue Shield of Iowa. Wellmark and its subsidiaries and affiliated companies, including Wellmark Blue Cross and Blue Shield of South Dakota and Wellmark Health Plan of Iowa, Inc., insure or pay health benefit claims for more than 2 million members in Iowa and South Dakota. Wellmark Blue Cross and Blue Shield of Iowa, Wellmark Blue Cross and Blue Shield of South Dakota, and Wellmark Health Plan of Iowa, Inc. are independent licensees of the Blue Cross and Blue Shield Association.
About Campbell Mithun (NYSE: IPG)
Since its founding in 1933, Campbell Mithun has established a national brand-building reputation in the consumer packaged goods, retail, healthcare, financial services and telecommunications sectors and serves clients including General Mills, Land O’Lakes, Chipotle, KeyBank, Great Clips, Sav-A-Lot, Schwan’s, Popeyes and Toro. Its Compass Point Media unit, established in 1976, makes connections in all the right places with strategists and negotiators who maximize media impact and minimize costs for both media-only and shared Campbell Mithun clients.
Campbell Mithun has created client marketplace success for 80 years guided by Ray Mithun’s founding philosophy: create client success by making Everything Talk at each point of customer contact.
Tags: Affordable Care Act, Campbell Mithun, health insurance, health insurer advertising, healthcare advertising, news, Promises Matter, Wellmark