BCBSF wanted to introduce their new insurance plan designed to cover everyone, targeting everyone in Florida. The best way to get their message out was via a :60 DRTV spot that broke through the clutter while still generating leads. This product was different then any other BCBSF product and the creative solution had to be the same - breakthrough, while still generating awareness, leads and/or maintaining a cost per lead of $50.00 (CPL). In 2008, ‘GoBlue’ ran in Prime and Prime Access programming to achieve maximum reach and leads. In 2009, ‘GoBlue’ ran in more efficient programming to lower the CPL.

From 3/1/08 – 3/17/09, there have been:-Over 147,590 visits to thepowerofthehumanvoice.com-3,293 messages have been left on the siteThis is a quote from a spokesperson at BCBSF in the April 25, 2008 issue of DM News 'We've always been very good at listening to employer group customers, but we realize now more than ever the focus needs to be on the individual consumer. The ad campaign is designed to provoke people with very emotional spots to get them to go online and record their comments.'After seeing the campaign advertising, research participants were asked what the campaign communicated to them about BCBSF (NeuroFocus Research Study #1011). Following are some of the specific responses:“…It’s a company that hears what people have to say…”“…They care and want to listen…”“…Trying to be a pro-active organization.”