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GuideWell Connect - The Amazing Heart Race Campaign

Gold Stevie Award Winner 2019, Click to Enter The 2020 American Business Awards

Company: GuideWell Connect, Jacksonville, FL
Company Description: GuideWell and its family of forward-thinking companies are focused on helping people and communities achieve better health and are at the forefront in the transformation of health care. The not-for- profit mutual holding company includes Florida Blue, GuideWell Connect, GuideWell Health and Diversified Service Options, Inc.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness

Nomination Title: The Amazing Heart Race – Augmented Reality Experience

The Amazing Heart Race is an Augmented Reality (AR) experience where Mario Kart meets The Magic School Bus. Our goal was to provide an aesthetically appealing heart to grab the attention of attendees, trigger the desire for social media engagement and provide the opportunity to learn about healthy heart habits in an interactive and memorable way. This AR experience provides an opportunity to align with the Florida Blue mission to help communities achieve better health.

We used insights from the care team and internal stakeholders to see what would be the best, most engaging way to teach people this information and make it interactive. Growing up we watched The Magic School Bus and Honey, I Shrunk the Kids. As we thought through the fabrication and creating this game, we wanted to bring that concept to life. We wanted consumers to feel like they were in the heart, racing around, and learning about healthy choices while having fun. After we landed on the concept, we worked with a Creative Producer, Creative Director, IT, and an Associate Producer to develop The Amazing Heart Race. We knew we wanted a gaming experience and thought it would be fun to make something similar to Mario Kart that would be both a competition and teaching moment for players. We wanted to be able to span age ranges and be something that families can do together. As everyone moves to be more tech savvy, this sort of interaction provides an innovative approach to consumer engagement, brand recognition, and education to align with our products.

The Amazing Heart Race uses iPads to have blood cell buggies drive through the heart and the players can move ahead if they make healthy choices and they move slower if they make bad food and health choices

We debuted this experiential experience at one of our legacy events, the Florida Blue Florida Classic. With a high African American demographic, heart health was identified by our care team as a care gap for this audience and the driving force behind The Amazing Heart Race. After racing through the heart, gamers were able to get a blood pressure screening and have a bracelet created with an imprint of their actual blood pressure reading. We performed 167 blood pressure screenings and increased our sales leads by 15%. Florida Blue’s brand mission is about helping communities achieve better health, the AR Heart aligns with our mission and teaches the community about our focus on educating and helping people get healthier.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign or project (up to 150 words):

-Interactive
-Easy to use
-Fun
-Leaves lasting impression
-Helps show impacts to heart health
-Brand awareness