Blue Cross of Idaho - Steven Lee | Associate Creative Director

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The Idaho Way Campaign

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Associate Creative Director

+ Art Director

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.120 DRTV

Direct Mail

“The Idaho Way” was more than a colloquialism for Idahoans. It’s their mantra, that being neighborly and personal kinship are inherent to Idaho residents. As the spokesperson for BCI, former Governor “Butch” Otter of Idaho provided that genuine authenticity.

DM Best Practices, variable data. Created 34 variable Maps of each county with corresponding variable monthly premiums. It provided each individual with their personal savings. To this day, the “Maps” creative is still one of the highest performers in rotation.

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Short & Sweet

— ROLE

Associate Creative Director

+ Art Director

— MEDIUM

Creative Presentation Deck

For year two, the client requested new approaches and updates to the Brand Guide. “Short & Sweet” was one of two concepts selected from over six others. All the creative eventually highlighted the $0 cost benefits, including one mailing which introduced a $10 Reward Card to help incentivize the consumer to act. AEP (Annual Enrollment Period) that year increased significant from the year before.

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