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Thursday, December 13, 2012

Wellmark’s new “Promises Matter” campaign by Campbell Mithun champions integrity

Wellmark Blue Cross and Blue Shield just launched its new “Promises Matter” campaign, via agency partner Campbell Mithun, in a move to proclaim its confidence as a health insurance company that knows who it is, what it stands for and what it believes. The work directly communicates the trust and integrity that’s both central to Wellmark’s identity and increasingly valued by consumers navigating the shifting healthcare landscape.
“By showing our belief in and respect for the power of promises, this campaign brings the company’s core belief of integrity to life in a very human way,” said George Hanna, executive vice president of sales and marketing at Wellmark.  “When people are managing something as important as their health, that really does matter.”
The campaign showcases everyday scenarios of real-life promise keeping, from a dad who catches his jumping daughter in a pool to a couple celebrating decades of marriage. Other executions actually personalize Wellmark by featuring real employees: Laura, from claims, promises “I will see a face behind every claim”; Dennis, from customer service, promises “I cannot cure pain, but I can ease pain.” Eight staff members are featured in the brand video, whose voiceover says, “At Wellmark, we believe the promises a company makes are no different than the promises people make.”
You can’t bring an idea like Promises Matter to just any client. The company has to believe it,” said Reid Holmes, executive creative director at Campbell Mithun.  “Our research proved that consumers who put their trust in Wellmark aren’t just putting blind faith in a company, but in people who believe integrity is fundamental to how they work.”
Creative executions for “Promises Matter” include: brand video, TV, print, digital banners, out of home and radio. The campaign will run regionally with a variety of related executions through 2013. 
The integrated campaign debuts the first work created by Campbell Mithun since winning the Wellmark business late in 2011.  The agency maintains a substantial health practice and has served clients including Airborne, Children’s Hospital of Philadelphia, Easter Seals, Eli Lily, Kimberly-Clark, The Mayo Clinic, Novartis, Pfizer and Sonovion brands (Xopenex, Lunesta), among others.