- rich media
know what to bring
In the Health Care Coverage category, the value of any brand is only found when users are in a moment of need. HY Connect’s “You Know What to Bring” campaign dramatically features consumers at that exact time of need. The situations are brought to life in classic movie archetypes, and the hero in the end is the Blue Cross Blue Shield card—bringing confidence, security, and peace of mind. The campaign plays across all mediums, from mini-movies in broadcasting to out-of-home movie posters, print, and digital.
“You Know What to Bring” has performed extremely well over two enrollment periods, earning market leadership shares in each state we compete in. Blue Cross Blue Shield now has the #1 share in Illinois, Texas, Oklahoma, Montana, and New Mexico.