May 9th, 2008

Arizona Blue Cross Courts Hispanics with Webisodes

By Richard Tedesco
PROMO Magazine

Blue Cross Blue Shield of Arizona has launched a marketing campaign targeting Hispanic consumers with Webisodes as a central element.

The campaign uses five three-minute Webisodes aimed at various ages to convey its message. The insurer is building awareness through a print campaign in Spanish-language newspapers and magazines statewide.

The Webisodes are accessible on the Blue Cross Blue Shield of Arizona site at http://www.azblue.com/webisode and also on MyTube and MySpace at http://www.youtube.com/azblueteresa and http://www.myspace.com/azblueteresa.

The setting for all five vignettes is Teresa’s restaurant, where the middle-aged female owner offers her own testimonial about the value of Blue Cross health insurance for her workers. A young Latina professional, a young Latino construction contractor and an older Hispanic man and a woman are the other characters offering their perspectives about their health care coverage.

Radio ads are also part of the campaign set to run through December. TV ads will be added to the mix in the near future.

“We know it’s a fast-growing segment of our population. We hadn’t previously had a program targeting Hispanics,” said Arizona Blue Cross spokesman Carlos DellaMaddalena.

Blue Cross also sees Hispanics in Arizona as underinsured in the context of health insurance. Of the 1.8 million Hispanics living in Arizona, representing 30% of the state’s population, approximately 500,000 lack health care coverage.

Urias Communications developed the media campaign for Blue Cross “to show that the insurer understood the market,” according to Urias account executive Carolina Guana.

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