Here at NORTH we are going to give ourselves a small pat on the back for winning the Webby Awards People's Choice Award for our work on the Regence web site What's The Real Cost?. We can not take the glory completely as our partners, Unit 9, were responsible for the development of the site whilst adding input to the overall end result. Led by director, Christian Etter, Unit 9 drove the direction and development of the site and Christian was a significant creative contributor. So, thanks and also congratulations to them for winning a Webby for their work with AMV BBDO on the Doritos Dodgeball campaign.
As Brand Agency for Regence, NORTH provided Strategy, Brand Positioning, Brand Identity and Creative Concepts.
The objective of the site was to position Regence BlueCross BlueShield as a leading voice in the movement for reform to the health care system in the United States. The site's goal was to empower people by providing them with critical information about the real cost of healthcare to them, the community, and the country. The ultimate cure, the site supposes, lies in a new culture: one where prices, costs and relative effectiveness are more transparent, and one where patients take a more vital role.
The strategy was to drive traffic to the website using banner advertising, out-of-home and social media, in which Regence urges health care consumers to become more cognizant of the value and necessity of procedures and/or medications by asking simple questions of their provider.
Within three months of launch the site had garnered 50,000 unique visits with an average time spent on the site of five minutes.