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Partners + Napier launches "More for Less" campaign for Excellus BlueCross BlueShield
TV, print, outdoor, online, direct mail to employers and consumers to convey superior value;
Campaign uses humor to break through in these downbeat times
Rochester, NY (October 5, 2009) - Health care insurance and benefit enrollment is not typically humorous, but Excellus BlueCross BlueShield is bringing levity to the topic in its new "More for Less" campaign, created by Partners + Napier.
Excellus BlueCross BlueShield, part of a family of companies that finances and delivers vital health care services to 1.8 million people across upstate New York, is launching a TV, print, outdoor advertising, online and direct mail campaign designed to communicate the superior value of its health care plans to employers and consumers.
Given the debate and confusion on health care reform and competition in the health insurance industry, the campaign is designed to focus on new, low-price offerings from Excellus BlueCross BlueShield and the advantages of the Blue Cross Blue Shield brand.
In one TV spot, health care benefits are treated as an exciting gift that employees frantically rush to open. Employees open gift boxes, each revealing an exciting benefit - such as $1,000 cash back for healthy behaviors. The spot drives viewers to learn more at http://savewithexcellus.com/ .
"Open enrollment season is all about comparisons. With our campaign, we wanted to make it clear that Excellus BlueCross BlueShield provides superior value when employers and consumers consider their choices," said Kurt Jaeckel, account director at Partners + Napier.
"We wanted to make sure that our client broke through the clutter. Humor isn't typical in health insurance advertising, so we believe this approach will help make it stand out," said Mike Baron, creative director at Partners + Napier.
The campaign has many components targeted to employers, including TV, segment-driven direct mail, print and outdoor advertising. The employer components all focus on the "more coverage for less" key message.
About Partners + Napier
Partners + Napier is an independent, mid-sized agency that is passionate about liberating the promise of brands wherever they live, bringing together branding, advertising, digital and shopper marketing, with agility and without silos. With clients that include Kodak, Constellation Brands, Bausch & Lomb, UPS and President Cheese, the agency is based in Rochester, NY, with offices in Atlanta and San Francisco.
Creative Credits
Creative Director: Mike Baron
Copywriter: Matt Palmer/Tom Colling
Art Director: Max Brown/Dean Milliman/Jeff Hopper
Account Director: Kurt Jaeckel
Account Executives: Lori Knowles, Lindsey Durham
Traffic: Ashley Moore
Production: Jeff Zielinski
Proof: Erin Dwyer
Mechanical: Steve Safran
Clients: Chris Zdanowski, Julie Goonan, Bob Voelcker, Joe Piendel, Joe Anthony
Producer: Chris King
Director: Don Rase
Production Company: Sparks, Toronto
Post-Production: Daily Post, Buffalo
A quick yet meaty dose of information and a tasty beverage. That's the concept behind the Rochester Advertising Federation's new informal monthly "lecture" series. The inaugural speaker was Jon Brown, our director of interactive services. Jon provided about 30 people gathered at the Tap & Mallet with an overview of the state of social media and offered tips on how to use and measure the available options wisely. According to Jon, the most important thing to remember is: "Social media is not a strategy. It's a tool. It can't be used on its own to solve a marketing problem."
Despite cold, windy conditions, and a few wrong turns, Saturday team Partners + Napier completed the 100-mile route around Darien Lake and raised over $2,500 for multiple sclerosis research. Thanks Baron, Jeremy (his odometer at left), JR, Hopper, and the many friends and family who sweated it out for a good cause.
Hairnets, goggles, and pink helmets. It's all in a day's work for the Partners + Napier cheese team. Today, they toured Sorrento's ricotta production facility in Buffalo, NY, where 60% of the world's ricotta is made. Check out the site they created for Sorrento http://www.sorrentocheese.com
Nineteen holes on a warm, sunny Monday. It's a tough job, but Bob Bailey and Pete VonDerLinn (president and VP creative director respectively in our Rochester office) were happy to do it. After all, it's for a good cause.
This year's Rochester Business Classic golf event raised over $50,000 for the Pluta Cancer Center and the Veteran's Outreach Center. Partners + Napier was an event sponsor, donating time to rebrand the event, create a new website, and design promotional materials. Our clients at Constellation Wines U.S. generously donated wine for the silent auction.
Although she didn't golf, Courtney Gray, Partners + Napier VP account director and Rochester Businessman's Charitable Organization board member, worked tirelessly behind the scenes to help make the event happen. Learn more about the RBC at http://www.rbcgolf.com/event-overview.shtml
Shared Health and Partners + Napier launched www.smarterhospital.com , a microsite designed specifically for hospitals to address their key information needs. From healthcare reform to digital medical records, the site can help hospitals keep current, and learn more about the benefits of working with Shared Health. Because of its rich, behind-the-scenes functionality, we're able to track, measure, and continuously adjust the site and its content to optimize our results. To make the site stand out in a very crowded category, we created a vibrant color palette and a dynamic interface. Banner ads, print ads, and brochures, all designed around Shared Health's new positioning statement, "smart tools > healthy outcomes > smart business," drive the target audience to the site.
Threatening skies and cool temperatures couldn't deter over 250 mountain biking enthusiasts from attending the 4th annual GROC Fat Tire Festival, sponsored in part by Partners + Napier. The festival at Dryer Road Park in Victor, NY, included races and lessons for riders of all ages and skill levels, along with food, music, and carnival games.
Jon Brown, Director Interactive Operations at Partners + Napier is a founding member of GROC (Genesee Regional Offroad Cyclists). The group, with over 600 members, created this festival as a way to introduce the public to mountain biking, to advocate for the shared use of public trails for biking and hiking, and to educate riders on safety and responsible trail use and management. For more info, visit www.mygroc.com .
When you walk into Partners + Napier's Rochester office, the first thing you notice is energy. The sounds, the décor, people zooming around. That energy is a big part of what helps us draw, and keep, some of the best young talent in the industry-the average age at the agency is only 32, not counting the flock of interns, called BrandCampers. Our youthful vibe, and the spot-on work it helps us create, was celebrated in today's Democrat and Chronicle.
Partners + Napier is the workplace for young professionals
Emily Lalime was sold on Partners + Napier from the very beginning-right from the moment she stepped off the elevator into the advertising agency's office in High Falls.
"As soon as I walked in and saw the lobby, I was blown away," said Lalime, 24, of Rochester. "I couldn't believe something like this existed in upstate New York. I left my initial interview thinking: ‘God, I hope I get a call back."
Read the entire article here http://www.democratandchronicle.com/article/20090715/BUSINESS/907150329/1001/Partners+++Napier+is+the+workplace+for+young+professionals
Partners + Napier designed www.cwine.com to combine beauty with deep functionality. The new look reflects the leadership position of Constellation Wines, the largest wine company in the world. And the new structure gives everyone from the media to distributors and retailers access to detailed information about Constellation's vast portfolio of wine brands, like tasting notes and key selling points, along with assets like logos and bottle art. It's the A to Z of Constellation Wines in one easy-to-use online package. In addition to this trade-facing site, the agency also developed a similarly feature-packed intranet site for Constellation Wines' personnel. For maximum efficiency and simplicity, both sites operate through a single database that can be easily updated by Constellation.
