Blue Cross and Blue Shield of Florida Launches Ad Campaign That Keeps Consumers "Looking Up"

Blue Cross and Blue Shield of Florida (BCBSF) is launching a new multiplatform campaign, developed by Draftfcb Chicago, beginning February 6 in select regions of Florida.

The “Looking Up” campaign includes TV, digital, print, direct and social media components. Its goal is to differentiate BCBSF from the competition by forging an emotional relationship with the brand.

“BCBSF is in the pursuit of health, and this new campaign helps exemplify our affordable prices, personalized service, wellness programs and community support,” said Craig Thomas, Sr. Vice President and CMO, for BCBSF. “We believe the pursuit of health is a journey that everyone takes, and no matter where it leads, Blue Cross and Blue Shield of Florida will be there every step of the way. Always optimistic, always moving forward, always on the quest for better health. This campaign shows how it feels to have a company of passionate individuals on your side who believe in putting the well-being of Floridians ahead of everything else.”

The TV launches during the Big Game on February 6, during the second half on the local Fox channel in Jacksonville. It will extend to other key markets throughout Florida beginning February 7. Campaign ads will run in both English and Spanish, with the appropriate option chosen based on population breakdowns.

About Draftfcb
Draftfcb is the first integrated, global marketing communications agency to operate against a single P&L, with a network that spans 94 countries and employs more than 9,200 people. The agency is driven by The 6.5 Seconds That Matter, an operating system that recognizes the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on Ideas. The agency is part of the Interpublic Group of Companies. The agency’s corporate leadership team includes Howard Draft, Executive Chairman; Laurence Boschetto, CEO and President; Jonathan Harries, Vice Chairman and Global Chief Creative Officer; and Neil Miller, Chief Financial Officer. For more information, visit www.draftfcb.com.

Primary Contact:
Karah McGeown
(312) 425-6057
[email protected]