Independence Blue Cross — “With You Wherever You Go”

Prior to producing the “Hometown Promise” TV commercial and campaign for Independence Blue Cross, I had an opportunity to work on another 360 ad pitch for the client. The resulting campaign concept titled “With You Wherever You Go” was both in response to new competition from sister company Highmark Blue Cross moving into Philly communities, as well as IBX’s desire to have those letters become synonymous with health care across the region and eliminate any confusion as to who was the area’s #1 provider for 85 years.

Our market research showed that when businesses and shoppers are choosing health coverage, their decisions are driven in part by emotion. In response to both the data and client’s ask, we came up with a script that was simultaneously anthemic in nature and supported by memorable visual storytelling.

The pitch

As the concept title suggests, your health coverage is with you all the time. In fact, it’s the only thing that’s with you all the time.

The moment you select IBX as your or your company’s health insurer, it’s with you everywhere you go. At home. At work. At the grocery store. On vacation. It’s maybe the only thing in your life that’s truly with you everywhere. You don’t worry or even really think about it when you’re driving down the highway or your kids are at school, or even when you need to see a specialist, because you have the assurance and peace of mind that wherever you and your family go, IBX is with you.

Script development

We chose to tell this story by having the literal IBX letters that are already a part of the client’s brand identity pictured with a family in real-life places and scenarios. Not only would this achieve the repetition needed to separate IBX from its Blue competitor, but it would help drive home the value and emotional importance of this coverage.

When developing this script, we also had to be cognizant of the fact that the client was starting with a limited budget from the year’s leftover marketing dollars. Therefore, we opted to tell this story from the viewpoint of one specific family to cut down on casting. We also chose a vacation rental as the site of the shoot so that we could achieve a variety of shots without the need to travel to numerous locations.

Storyboard

(Art direction by Josh Lane)

Scene opens on a family driving in a car.

VO: What’s the only thing that’s with you everywhere you go?

Still on car scene, close-up on someone in the car bored scrolling on their phone.

VO: Here’s a hint. It’s not your phone.

Cut to outside car, IBX letters strapped to roof.

VO: It’s your health insurance.

Cut to family unpacking at vacation home and interacting together. IBX letters are present.

VO: It’s with you whether you’re at home…

Cut to family by the lake, swimming, IBX letters present — on a flotation device perhaps?

VO: …or wherever your family goes.

Still on lake scene, close-up on expectant mother. IBX letters in background.

VO: And when your family grows.

Cut to character in bed or sleeping bag around a fire, snuggling IBX letters in one arm.

VO: It’s even with you when you fall asleep at night.

Cut back to shots of family interacting outdoors, IBX letters present. Maybe someone opens a bag and the letters are in there?

VO: So why would you trust any Johnny-come-lately with your coverage? Independence Blue Cross has been the region’s only Blue for 85 years.

Back inside the car, everybody is happy, parents are confident. Then cut shot of car driving, IBX letters strapped to roof rack.

VO: Protecting what matters to you most. That’s IBX. Always by your side.

OOH and social

Additional photo shoots would follow to support OOH and social media content using more locations and scenarios with the IBX letters present where people aren’t necessarily thinking about health insurance, but can always feel assured they will covered. Options for headlines included:

• The only thing that’s with you wherever you go
• Always by your side