Whatever Your Next, We’ve Got Your Plan

Blue Cross Blue Shield of North Dakota had been around for 80 years and was a trusted name in the state. But, they had never had a Medicare plan. UnitedHealthcare AARP, Humana, and Medica already owned the space. BCBSND needed to launch NextBlue, a brand-new plan, and enroll 1,800 members by the end of AEP.

Unlike any other Medicare plan in the state, NextBlue was built by North Dakotans, for North Dakotans.

A campaign told North Dakota seniors that “Whatever Your Next, We've Got Your Plan.” Three brand pillars—Rooted, Freedom, and Simplicity—gave the campaign its strategic backbone. TV dramatized retirement freedom through relatable activities and dry humor. The brand felt local, warm, and earned rather than corporate like its competitors.