Blue Cross Blue Shield launches bi-cultural campaign

BCBS rolls out bilingual marketing campaign

Blue Cross Blue Shield of Arizona debuted its first full-scale multicultural marketing campaign targeting Arizona Latinos in May. The campaign targets Hispanics through television, radio and print advertisements, as well as a series of “webisodes” designed to appeal to younger audiences. The six webisodes featured in the campaign are intended to more effectively target younger consumers. The cleverly written and produced video vignettes feature five energetic and interesting personas – Paulina, Teresa, Carlos, Claudia and Javier. Each persona represents a key segment of the target market and can be viewed in both English and Spanish. Created by Scottsdale-based Urias Communications, an advertising and PR agency owned by Lisa Urias, the ads are bi-lingual and on-target in-culture. For example, Teresa, a 28-year-old Latino business owner who offers Blue Cross Blue Shield insurance for employees, is miffed at being called “ma’am” by a young job applicant. “I’m 28, by the way. Hmm. Ma’am! ¿Qué se cree ese chamacho?” The webisodes can be viewed below.

“We’re particularly excited about this rollout since this is the first time Blue Cross Blue Shield of Arizona has used virtual marketing specifically for a bilingual audience,”  says Vicki McDonald, vice president of marketing for BCBSAZ. According to BCBSAZ 2007 market research, approximately half a million – or 25 percent – of Arizona’s 1.8 million Hispanics lack health insurance. “Our goal is to help Arizona’s Hispanics make informed decisions about their health care and insurance options,” says Richard L. Boals, president/CEO of BCBSAZ. “Currently, less than half of Arizona Hispanics have private health insurance, and we’d like to see that figure increase to 100 percent.”

Select a webisode below: