TAXI DELIVERS KNOCKOUT PUNCH - Strategy

kids of all ages
families w/kids
batteries
nail care
age 25-54
white collar
One thing…
w25-54
3+ 4 + h’holds
pain relief foundation
vitamins lose weight
lots of mall visits
university+
…leads to another
DDB • PACIFIC BLUE CROSS
In a country that prides itself on universal health care, many B.C. consumers didn’t understand
the need for individual health insurance. Research showed that most people had no idea what
was covered in their provincial or corporate health plan. The challenge was to communicate to
consumers that they need to understand their health coverage (or lack thereof) before it’s too late.
DDB soon realized that people in B.C. had a fairly good understanding of almost every type of
consumer insurance except health insurance. The creative for Pacifi c Blue Cross juxtaposed the
importance and fragility of consumers’ health with their obsession with material goods.
In the TV executions, characters were depicted tinkering under a moving elevator or inhaling
noxious fumes while discussing the details of their car insurance or TV warranty. Direct mail and
transit shelter executions showed emergency situations in which people saved their possessions
before themselves. Shelf-talkers were purchased in retail stores around products used to protect
possessions (bike locks, car wax, BBQ covers) posing the question, “Do we take better care of
our things than we take care of ourselves?”
The campaign resulted in a dramatic increase in inquiries, contracts and revenue. The
campaign delivered a 90% increase in calls – shattering the 22% target. The response
translated into a 10% increase in contracts over the previous year, and revenues increased by
13%. The campaign won awards at the One Show and Cannes, among others.
higher hhi
w18-34, too
Healthy living is catching on fast as people demand the best for themselves, their families, and their futures.
That’s how we lead our readers, with a single-minded focus on the healthy living issues directly affecting their
lives. As a result Canadian Health & Lifestyle magazine now boasts the largest distribution of any
health and lifestyle magazine in Canada with over 2,525,000* readers per issue nationally.
For advertising inquiries call: Maria Fama-Viecili,
National Account Manager at 416.245.6302 ext. 223
www.healthandlifestyle.ca
green tea
tooth whitening
water filters
dog food d
cold co d remedies e
fem-hy body wash buy car soon
hair mousse they’re ’ g-r-e-e-n! razor+foam
they c-o-o-k allergy relief fitness clubs
perfume
soy products
Base: Women Age 18+ *Source: PMB 2008 Two-Year study