The Chat Box provided a unique opportunity to interact with our consumers. It allowed real people and real stories to become part of our campaign, mimicking our TV commercials. Our director appeared to them as a floating head on a teleprompter, which also made the experience more engaging and fun. The impact was great because it opened up a dialog between Californians and Blue Shield. It also made a big corporation a lot more human.

Over 100,000 people were directly exposed to the chat box and 110 individual stories were recorded and sent to Blue Shield. In addition, we reached 3.9m additional people through the press exposure, marking a rare occasion when they actually had something positive to say about the industry.