Obama And "Florida Blue" Care

SITUATION

The Client wishes to attract the Hispanic market in light of the upcoming insurance system reform known as “Obama Care” which requires all US citizens to possess insurance.

CHALLENGE

Create awareness in the Florida market of “Blue Cross Shield” under its new name “Florida Blue” as a first insurance option to the residents of the State, the majority of them Hispanic.

RESULTS

We created a close and unforgettable impact on thousands of potential insurance subscribers by promoting the brand throughout multiple sports and family events in Florida and then used a geographic strategy, based on the location of those events, to place Florida Blue sales centers in order to capitalize on brand recognition.