The Challenge

How do you shift perception in a market saturated by red?

Florida Blue wanted to rise above the “Blue Cross Blue Shield = boring insurance” narrative and reposition itself as the smart, caring, human choice during key activation windows across the state of Florida.

What We Did

We turned healthcare marketing into a lifestyle movement.

Over a multi-city campaign, we:

• Built a roving experience using branded trailers
• Created dynamic, on-site interactions through tech-integrated health demos
• Designed family-friendly zones with music, fitness, and food
• Captured digital leads via tablets with pre-set conversion flows
• Trained on-site teams to convert interest into real policy signups

We also crafted the “Choose Blue” messaging strategy a warm, modern identity shift supported by real-time activations and measurable engagement.

The Result

• 100–200 quality conversions per event
• On-the-spot policy registrations from 2–3% of total attendees
• Strong lead generation for remarketing and follow-up
• Thousands reached via digital amplification
• A shift in how Florida Blue was seen: from clinical to approachable

Why It Matters

Healthcare isn’t known for connection or creativity. We brought both.

By combining strong design, integrated tech, and real people on the ground, we helped Florida Blue move from insurance provider to trusted wellness partner, one zip code at a time.