AND THE ADDY GOES TO... GUIDEWELL CONNECT

Posted on March 11, 2019

GWC Studios wins a Silver ADDY for a Florida Blue broadcast spot

 

JACKSONVILLE, FL, March 7, 2019 - The GuideWell Connect Studio team won a Silver ADDY Award Saturday, March 2, 2019, in the “Film & Video /Cinematography – Campaign” category for creating a broadcast advertisement for Florida Blue titled My Kind of Blue.

 

The spot helped introduce a 3-year, integrated, state-wide brand campaign that GuideWell Connect created and executed for Florida Blue.

 

The GWC Studio team shot 59 scenes in 6 days in Miami. Despite daily rain, the team produced a beautiful spot that embodies sunny Florida’s rich cultural diversity with a personal approach:

 

“No matter what part of the state you call home, whether you’re catching a wave or finishing a good book…Florida Blue covers you. So you can feel good saying, ‘That’s My Kind of Blue.’”

 

This recent win is just one of the My Kind of Blue brand campaign’s many achievements. The campaign is testing beyond expectations in all desired target markets: U65, Medicare, and especially among Spanish-speaking audiences.

 

  • Overall campaign recall is 34%, far surpassing the 25% goal and the historic ad recall of 22%
  • U65 and Medicare had comparable ad recall at 37% (15% higher than historic recall) 
  • Recall among Spanish-speaking audiences was well above average at 58% (36% higher than historic recall)

 

With GuideWell Connect’s help, Florida Blue plans to expand the reach and recall of My Kind of Blue even farther in the next two years—and hopefully add more ADDYs to their collection.

 

GWC Studios, the creative arm of GuideWell Connect, is a solution-driven agency offering everything from strategy and video production to graphic design and digital marketing.