Blue Cross Blue Shield of Alabama

Finding a New Voice

Let’s face it, no one sits around waiting to hear what a large insurance company has to say. That’s why Luckie developed a campaign that changed the conversation. Through emotionally compelling true stories, we shifted the voice of the company to the voice of its customers. Real stories about people just like you and me. The multi-year, multi-channel campaign was extremely successful because we chose to listen to Blue Cross customers and Blue Cross chose to be a little bit more human.