Campaign details

Brand: Highmark Blue Cross Blue Shield Delaware
Advertiser: Highmark Health
Lead agency: Partners + Napier

Effie awards category context

When Aetna, a national insurer, took half of Highmark Blue Cross Blue Shield Delaware's business with the State of Delaware, they were staring at potential YOY loss of millions. Preventing this loss would require retaining over 60,000 state employee members.

By building on an insight that only this brand could own. and investing $750,000 budget in ways to best reach our audience, we were able to connect with state employees on an emotional level by tapping into Delawareans' deep Blue Hen pride. Despite Aetna's cost and convenience advantages, the campaign helped retain 65,370 members and delivered a 3-to-1 ROI

State of the marketplace and brand's business

We had an exclusive deal with Delaware's #1 employer 1. For decades, Highmark Blue Cross Blue Shield Delaware was the exclusive health insurance provider for State of Delaware employees (the largest employer in the state1), offering both HMO and PPO plans.