Blue Cross Blue Shield of Michigan
Blues Cruiser Mobile Program
Client Challenge
With the significant changes occurring to Medicare, Blue Cross Blue Shield of Michigan and Blue Care Network were committed to helping Michigan’s Medicare-eligible population make informed and educated decisions about their health care. The Blues sought to conduct a unique, creative and coordinated grassroots communications campaign that allowed the companies to reach customers in their own communities.
Strategic Solution
The Blues Cruiser was designed as an all-inclusive traveling Medicare educational exhibit, advertising, branding and Medicare Advantage sales tool. The specially-designed and fabricated, double-wide expandable semi-truck hit Michigan’s highways in December 2005 on a nearly yearlong, statewide tour, allowing the Blues to interact with current and potential customers in their own communities. Through the various Cruiser components – including literature, video presentations, one-on-one meetings with product specialist, complimentary refreshments and giveaway items – the Blues offered visitors an enjoyable and educational experience in the environments where they live, work and play, while at the same time promoting the companies’ products and brand image.
The environment of The Blues Cruiser included easy-access ramps and lift; a multimedia presentation area; semi-private meeting areas and an informational kiosk featuring product brochures and health care information.
The Blues Cruiser traveled 15,050 miles to 72 Michigan cities and participated in 107 events in160 days during the 11-month tour. The Blues Cruiser hosted 19,030 visitors and held 6,159 consultations.
Brand/Client: Blue Cross Blue Shield of Michigan (BCBSM), Blue Care Network (BCN), John Bailey & Associates Inc. (JB&A) and Seyferth Spaulding Tennyson (SST).