The Web Marketing Association is proud to present this 2009 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Insurance Websites
Blue Shield of California launched a website, www.letsshieldcalifornia.com, to support an integrated marketing campaign “California Uncovered”. The campaign was designed to build brand awareness, stimulate press activity, and promote dialogue about an important social issue - the vulnerability of 6.7 million Californians without health care coverage. In addition to the website, the campaign included public events and other online components including banner ads and a Facebook page.
As a central pillar of the campaign, the website served a number of goals:
• Offer a consistent presence demonstrating Blue Shield’s commitment to the issue
• Communicate the magnitude of the issue in a way that’s easy to understand
• Create a venue for a short video with emotional appeal, to put a face on the problem for those who did not experience the public events
• Give Californians a forum to easily take action, by sending a pre-written e-mail to Nancy Pelosi, Speaker of the House and California resident, to keep healthcare coverage a top priority in Congress
The website URL was featured prominently on everything in the campaign including event statue displays, event staff t-shirts, event collateral, and the Facebook page – all in order to promote traffic to the website.
The target audience was all Californian adults. Health insurance is not an industry that’s highly trusted by consumers however, the California Uncovered campaign received overall positive feedback. In the first month following the events, the site experienced 38,000 unique visitors, and nearly 1,500 people sent e-mail to Nancy Pelosi.
Contributors:
| Sue DeLeeuw: | Director of Brand Advertising, Blue Shield of California |
| Matteo Vianello: | Creative Director, Blue Shield of California |
| Matthew Oscar: | Art Director, Blue Shield of California |
| Silvia Illingworth: | Art Director, Blue Shield of California |
| Lisa Chapman: | Advertising Manager, Blue Shield of California |
| Jason McCann: | Creative Director, TaxiNYC |
| Anne Bioty: | Art Director, TaxiNYC |
| Adrian Gunadi: | Interactive Producer, TaxiNYC |
BLUE SHIELD OF CALIFORNIA
Location: USA