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Case Study: Blue Cross of Idaho - Waive S.H.I.P.

Case Study: Blue Cross of Idaho - Waive S.H.I.P.

Case Study: Blue Cross of Idaho - Waive S.H.I.P.

Stoltz Marketing Group

Friday, September 23, 2011

In July, SMG helped Blue Cross of Idaho plan and execute an integrated campaign to get BSU and ISU students to switch from the Student Health Insurance Plan (S.H.I.P.). The “Waive S.H.I.P.” campaign included a mobile billboard that circled campus, radio, newspaper, online advertising, as well as street teams on campus who handed out 1000 blue foam hands. See the full campaign here. In a matter of weeks, more than 700 students applied online and are in the process of being enrolled. Blue Cross of Idaho reports that the campaign also boosted sales of their other products. According to the company, it was their most successful summer for new applications ever. The lesson? Highly targeted integrated campaigns with a specific offer deliver great results.


Waive S.H.I.P. Mobile Billboard
Waive S.H.I.P. mobile billboard

Waive S.H.I.P. Radio

Waive S.H.I.P. Print Ad
Waive S.H.I.P. print ad

Waive S.H.I.P. T-shirt
Waive S.H.I.P. t-shirt

Waive S.H.I.P. Landing Page

Waive S.H.I.P. Foam Hand

Waive S.H.I.P. foam hand

Waive S.H.I.P. Booth Banner
Waive S.H.I.P booth banner