Blue Shield of California — AEP Campaign

GKV developed an integrated brand response campaign for Blue Shield of California to build membership during the critical Annual Enrollment Period (AEP). In a marketplace characterized by me-too advertising, we created a challenger brand advertising campaign based on a truthful brand promise, Blue Shield’s strong commitment to caring more about people than profit. The campaign featured television, direct mail, print ads and newspaper inserts that also promoted the important health benefits provided in competitive Blue Shield Medicare Advantage plans.