Best Health Care Rich Media Online Ad

These ads required intentional interaction on behalf of the consumer. By taking insights from the popularity of online gaming, Operation and Staring Contest invited engagement with our Brand in an entertaining way. These two rich media executions were among our top campaign performers based on CTR and ITR industry benchmarks. The Shield Helps campaign acknowledges that life is full of unexpected moments, and shows how Blue Shield helps – with a wide range of plans, availability of dental and vision coverage, and our large networks of doctors. The campaign also introduced a “trust” message with the tagline: “When the unexpected happens, you need a health plan you can trust.3.4 million Californians trust us with their health coverage needs.”

Contributors:

Vice President, Corporate Marketing:	Doug Biehn
Director, Corporate Brand Marketing:	Sue deLeeuw
Manager, Corporate Brand Advertising:	Lisa Chapman
Manager, Art Direction:	Silvia Illingworth
Executive Creative Director:	Ron Smrczek
Creative Director:	Jim Wood
Creative Director:	Derek Shevel
Art Director:	Randy Freeman
Writer:	Garth Horn

BLUE SHIELD OF CALIFORNIA

Location: USA