Illusion of Choice | Blue Cross and Blue Shield of Alabama

Breaking Through in a Crowded Market

Blue Cross and Blue Shield of Alabama was struggling to stand out in a crowded ACA insurance market and losing share among the Under 65 audience to competitors. To increase consideration, they needed a campaign that prioritized the U65 audience’s need for information to make decisions that would stand out in a sea of sameness.

Working from a social-first mindset, we created the “Illusion of Choice” campaign to capture the real frustration customers of other insurers feel when they’re faced with the promise of options that aren’t really available to them. In order to do this, we set up a fake frozen yogurt shop and offered customers a free yogurt with unlimited toppings, only to meet them with unexpected exclusions and red tape when they tried to order. At the peak of their confusion and frustration, our BCBSAL “spokesperson” steps in to alleviate the tension and educate them on how BCBSAL provides customers will real options they can actually choose. The resulting video is below.

While the one-minute video led this campaign, we also utilized shorter edits and on-set photography to build out our supporting social and digital assets that were aimed at clearing up the confusion around open enrollment and understanding one’s options.

My role: Associate Creative Director, Copywriter
Executive Creative Director: Stephanie Naman
Associate Creative Director, Art Direction: Allison Corbin
Directors: John Hunter and Wildy Civil
Producer: Karen Kizzire
Editor: John Hunter
Brand Strategist: Zachary Carpenter
Content Strategist: Abby Bennett