The Challenge: In the summer of 2004, Partners+Simons, the agency of record for Blue Cross Blue Shield of Massachusetts, partnered with GEOVISION to announce the launch of a Spanish-language version of BCBS’s health information web site: A Healthy Me.com
Strategy: While maintaining the general marketing strategy for the well-crafted brand, GEOVISION proposed establishing the site as a truly authentic resource to Massachusetts Latinos by making it “speak the same language” as the community it sought to serve.
The Solution: The creative solution involved renaming the site to the more native-sounding ParaMiSalud.com, (for my health) repurposing the site’s tagline, and developing print and outdoor pieces with resonating images and original Spanish-language copy. To cap off the campaign, GEOVISION secured the voice talents of renowned baseball player and Latino community hero David Ortiz, who recorded two original radio spots in Spanish.
Results: A campaign that truly does speak the same language as Massachusetts Latinos, and a successful launch for ¡Para Mi Salud!
BCBS: SELECTED TV SPOTS
Women’s Health (Spanish)
BCBS: RADIO SPOTS (Spanish)
Mothers, Get Tested