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Blue Cross and Blue Shield of North Carolina

ABA11 Winner / How to Enter

Company: Blue Cross and Blue Shield of North Carolina, Durham, NC
Company Description: Blue Cross and Blue Shield of North Carolina delivers innovative health care products, services and information to more than 3.7 million members. For 76 years, the company has served its customers by offering health insurance at a competitive price and has served the people of North Carolina through support of community organizations, programs and events that promote good health.
Nomination Category: Marketing Awards Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Insurance

Nomination Title: BCBSNC HealthNAV Mobile App

    Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

        Blue Cross and Blue Shield of North Carolina (BCBSNC), seeking innovative ways
to help our customers with busy lives save time and money, developed HealthNAV,
an application for the iPhone with several features, including

        • An Urgent Care Finder that locates the closest in-network urgent care
center anywhere you are in North Carolina and then maps the way there
• A Find-A-Drug feature that gives average pricing for formulary drugs,
including cheaper generic options, to help users save money on medications

        The HealthNAV campaign, encouraging customers to download the free app, was run
between October 1 and December 31, 2010. The campaign focused on advertising
that would connect with people on the go:

        • Ads in North Carolina’s three major airports, placed at security and baggage
claim, use a touch of humor to engage wait-weary travelers.
• Posters, placed in a sports and entertainment arena popular with families,
appeal to busy parents.
• A radio spot, aired during local sports broadcasts, uses a well-known college
basketball announcer to show HealthNAV coming through as the clock runs out on
a big game.
• Online banner ads drive to our HealthNAV landing page, providing more info
about the app as well as a video demo.

        Between October and December 31, 2010:

•     The app was downloaded 5,504 times. Over twice our goal of 2,500 downloads.
•     It was opened 8,186 times, showing that people were using it.
•     The Urgent Care function was accessed 6,483 times.
•     Find-a-Drug was accessed 4,449 times.

        It also showed that BCBSNC is a tech-savvy company that
looks for ways to make health care less expensive and more convenient for our
customers.

    List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        http://www.bcbsnc.com/mobile

    Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

        Ken Lerner
Vice President, Advertising and Brand Management

        Ken has experience within the manufacturing, technology, property and casualty,
and health insurance industries, working for a range of companies from medium-
sized to Fortune 100. His roles within business have covered a variety of
responsibilities in finance, sales and marketing.  In his current role, Ken is
responsible for brand strategy and the internal BCBSNC advertising agency, as
well as business-to-business, consumer and ancillary product marketing. Ken has
been with BCBSNC for 15 years.