Holiday Appointment Campaign | Clapboard Ad Archive

Holiday, Appointment

Description

The Holiday, Appointment campaign, developed for Blue Shield of California by the ad agency BSSP, was launched in the United States in October 2019 and leverages the film medium to deliver a compelling message within the Public Interest sector. This campaign strategically highlights the importance of scheduling and attending healthcare appointments, underscoring the brand's commitment to promoting preventive care and overall well-being. By focusing on a relatable and urgent theme during the holiday season, the campaign taps into the audience's mindset of planning and prioritizing health amidst busy schedules. The storytelling approach used by BSSP skillfully balances emotional resonance with clear, informative content, encouraging viewers to take proactive steps for their health without feeling overwhelmed. With two media assets, the campaign delivers a cohesive narrative that strengthens Blue Shield of California’s position as a trusted advocate for accessible and timely healthcare. This initiative not only raises awareness about the significance of regular health check-ups but also reinforces the brand’s dedication to enhancing community health outcomes, making healthcare approachable and actionable for a diverse audience. Through thoughtful messaging and engaging visuals, the Holiday, Appointment campaign successfully drives behavioral change and positions Blue Shield of California as a leader in fostering a healthier society.

Credits

Client

Blue Shield of California

Agency

BSSP

Creative Director

Sinan Dagli

Art Director

Lynn Nakamura

Copywriter

Kate Ursu

Producer

Vince Genovese, Tara Kennedy, Elizabeth Minzes, Eric Escott, Jon Ettinger

Account Management

Tricia Krasneski, Caitlin Bricker, Chelsie Earl

Performance Marketing Director

Rick Sandouk

Performance Marketing Supervisor

Alfredo Meneses

Production House

The Director's Bureau

Director

Melodie McDaniel

Post Production

1606 Studio

Editor

Doug Walker

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Competitive Planks

Kaiser Permanente – Market Positioning Kaiser Permanente differentiates itself through its integrated healthcare model, combining health insurance with direct medical care via owned hospitals and physician groups. This coordinated approach emphasizes preventive care, seamless patient experiences, and cost control, positioning the brand as a leader in high-quality, accessible care within California and beyond.

Anthem Blue Cross – Market Positioning Anthem Blue Cross focuses on broad network access and customizable insurance plans, leveraging its extensive provider relationships and digital tools. Their strategic angle centers on delivering affordable coverage options paired with member-centric digital health management solutions, appealing to individuals seeking flexibility and value in healthcare insurance.

Cigna – Market Positioning Cigna positions itself as a global health service company emphasizing personalized care and wellness programs. It differentiates by integrating insurance with health management services, focusing on proactive health improvement, chronic condition management, and global customer support, addressing the needs of consumers who value comprehensive, proactive healthcare coverage.

UnitedHealthcare – Market Positioning UnitedHealthcare is recognized for its extensive network, innovative technology platforms, and diversified insurance products. Its strategic focus on data-driven, value-based care solutions appeals to policyholders looking for convenience, network breadth, and tailored health benefits, making it a dominant player in both individual and employer-sponsored health insurance markets.

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