DRIVING TRIAL FOR A VITAL NEW TECHNOLOGY
Blue Cross Blue Shield of Massachusetts was utilizing American Well’s telehealth platform prior to Covid-19—but not with any great success. With awareness lagging and digital/social media only doing so much, Rule of 3 was hired to take communication to the streets. Our out-of-home campaign blanketed Boston, including a subway station domination with 50-plus executions. Convenience of messaging turned out to be powerful, boosting sizable gains in usage for telehealth and helping American Well appeal to more provider partners.
At RO3, we created 47 unique Blue Cross Blue Shield out‐of‐home executions to fill Copley Station and Logan Airport. And we did it all in under three weeks.
The campaign reaffirmed classic Blue Shield Blue Cross branding but with a modern refresh and new sense of humanity and empowerment. We also made sure to bring importance to American Well’s technology platform—helping the company pursue new provider partnerships post‐campaign.
RULE OF 3
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San Anselmo, CA 94960