||BLUE CROSS OF CALIFORNIA
"Small Business Owners"
Blue Cross launched a new product designed to meet the needs of and give small business owners and their employees what they both want - great healthcare benefits at low cost! Using a "documercial" TV approach with print ad support, the campaign features actual small business owners along with their staffs demonstrating the important interdependence of business owners and their employees.
Result: The spot produced high volume qualified leads and also runs (with the 800# removed) as a brand awareness builder.
"Computer Network Security"
According to the FBI, 54% of all computer network espionage is done by disgruntled employees. Over 80% of the Fortune 500 companies protect their computer networks from viruses, hackers and network failure with Network Associates security and management software.
This direct mail piece was sent to CIO's and Network/Information Systems Managers. The creative was designed to seamlessly integrate with a national TV spot.
Result: Combined with a compelling offer of a Free Net Tools Evaluation CD helped this campaign generate highly qualified responses and build brand awareness.
"The Business of Living"
Household Bank had traditionally marketed its credit cards using only tactical non-branded advertising. There was no creative continuity between acquisition and retention efforts. We developed a fully integrated multi-media brand campaign to communicate that Household would take care of the business part of life so you can enjoy the living part. The "business of living" brand was applied to all acquisition marketing and all card member retention material.
Result: Created a 30% lift in acquisition response. The bank's brand awareness among customers and non-customers has increased significantly.
"The American Indians"
Those interested in Native American culture had to rely on the rather small selection of books on the subject written exclusively by non-native American "experts". Time-life remedied this situation by creating an epic new series of unbiased original books using Native American as editorial consultants. The creative solution had to be as studiously accurate as the books themselves.
Great pains were taken to cast authentic Native American actors who were fluent in their mother tongue.
Result: TV proved inefficient, on its own, delivering an acceptable CPO, but it did successfully support mail and print that ultimately paid out for this continuity series.