The challenge

• Blue Shield of California, a leader in the healthcare industry, wanted to conduct a brand awareness campaign reminding their customers that putting your health, your needs, and yourself first, is a powerful thing.

The solution

• Blue Shield partnered with billups to run an LA-focused multi-format OOH campaign that featured high-impact, large-format inventory. 13 units including Bus Wraps, Wallscapes, and ‘The Reef’, an enormous Digital Spectacular. The units featured bold, memorable taglines including “You First”, “First Things First, You”, and “Every You At the Center of What We Do”.

The results

• The simple but stunning creative strikingly stood out against the cityscape, capturing the attention of commuters on some of LA’s busiest freeways, delivering over 160 million impressions. Blue Shield’s campaign clearly communicated to their target audiences that putting “Every You” is at the core of what they do.

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