hEALThCARE — ovER-ThE-CouNTER
bRoNZE WINNER
hEALThCARE pRoDuCTS & SERvICES
SILvER WINNER
Tampax
pRoCTER & GAMbLE
Becky Swanson Exec. VP-Creative Dir.
Anna Meneguzzo Creative Dir.
Cindy Blikre Sr. VP-Acct. Dir.
Katie McClay Acct. Dir.
Shelley Weakly Creative Dir.-Art Dir.
Craig Shparago Creative Dir.-Copywriter
Laura Shamorian Strategy Dir.
DIGITAS
Jen Putnam
SMG uNITED
ARC
VP-Dir., Creative
Assoc. Creative Dir.
Anthem blue Cross
& blue Shield
WELLpoINT (ANThEM bLuE CRoSS AND bLuE ShIELD)
Elizabeth McDonnell Staff VP-Brand & Advt.
Shelley Patchin Dir.-Advt.
Kelly Colbert Dir.-Mktg.
DEuTSCh INC.
Kim Getty
Carol Roth
James Sheehy
Eric Springer
Josh Rose
Karen Costello
Avery Carroll
STARCoM
Exec VP-Exec. Dir.
VP-Acct. Dir.
VP-Acct. Planner
Exec. VP-Group Creative Dir.
Exec. VP-Digital Creative Dir.
Sr. VP-Group Creative Dir.
Sr. VP-Assoc. Creative Dir.
ou TSMART Mo ThER NATuRE
In a low interest, highly competitive and declining category how
do you grab the attention of consumers that are tuned out to
feminine care advertising and ultimately grow the Tampax Pearl
franchise? Although Tampax was the category leader since its
launch in 2007, it was leading a declining tampon category (3%
decline per year). It was apparent that there was a need to regain
leadership and fight back by differentiating the brand from the
competition and set a new course for growth.
ouR hEALTh CoNNECTS uS
Anthem Blue Cross and Blue Shield, the No. 1 health insurance
carrier, wanted to engage people with its brand. Success would
be demonstrated through a lift in brand engagement and funnel
metrics. The approach was a new take on health and wellness:
if people wouldn’t get healthy for themselves, would they do it for
those they care about? The big idea: Your health has an influence
on the health of those around you. The campaign drove a 10-point
lift in familiarity and purchase intent while exceeding microsite
visits and engagement goals.
You see advertising effectiveness. We see a man quitting smoking because his wife took the first step. We see a collective 100,046 pounds lost. We see Type II Diabetes demystified. We see hundreds of cases of cancer prevented through early detection. We see people breaking a lifetime of bad habits and inspiring others to do the same. We see kids eating healthier and feeling better. We see a team that came together and created a ripple effect of health that is till gaining momentum.
CONGRATULATIONS TO EVERYONE AT DEUTSCH AND ANTHEM
who helped make the “Our Health Connects Us” campaign a
success. Two amazing, innovative companies. One solid partnership.
The result: better health for everyone.
Anthem Blue Cross and Blue Shield is the trade name of: In Colorado and Nevada: Rocky Mountain Hospital and Medical Service, Inc. In Connecticut: Anthem Health Plans, Inc. In Indiana: Anthem Insurance
Companies, Inc. In Kentucky: Anthem Health Plans of Kentucky, Inc. In Maine: Anthem Health Plans of Maine, Inc. In Missouri (excluding 30 counties in the Kansas City area): RightCHOICE® Managed Care,
Inc. (RIT), Healthy Alliance® Life Insurance Company (HALIC), and HMO Missouri, Inc. RIT and certain affiliates administer non-HMO benefits underwritten by HALIC and HMO benefits underwritten by HMO
Missouri, Inc. RIT and certain affiliates only provide administrative services for self-funded plans and do not underwrite benefits. In New Hampshire: Anthem Health Plans of New Hampshire, Inc. In Ohio:
Community Insurance Company. In Virginia (excluding the City of Fairfax, the Town of Vienna and the area east of State Route 123.): Anthem Health Plans of Virginia, Inc. In Wisconsin: Blue Cross Blue Shield of
Wisconsin (“BCBS Wi”), which under writes or administers the PPO and indemnity policies; Compcare Health Services Insurance Corporation (“Compcare”), which under writes or administers the HMO policies;
and Compcare and BCBSWi collectively, which underwrite or administer the POS policies. Independent licensees of the Blue Cross and Blue Shield Association. ©2010 ANTHEM
