Millennial Marketing presents this case study in marketing to Millennials, 18-34 year olds. It originates from the Pennsylvania based communications and marketing agency DMW | Direct who published a report titled“Millennial Tsunami” an Insight Report that explains who Millennials are and why they matter to marketers.
The report provides a notable case study of how Blue Cross Blue Shield has successfully targeted Gen Y using a direct response TV targeted to 18-34 year olds.
Meeting Millennials’ Specific Needs
“To help this young, healthy market realize that health coverage is both needed and affordable, the plan offered was designed specifically to be low-priced (about $66 per month) and to focus heavily on alternative medicine such as yoga, massage therapy, and acupuncture.”
Using a Relevant Voice
“The language was carefully targeted to appeal to a younger audience; for instance, themonthly premium was compared to the price of concert tickets, and the word “bucks” was used instead of “dollars.” This carefully tailored offer naturally appeals to a younger audience, and alternative medicine can result in cost savings for the insurer — a win-win situation.”
Leveraging Visual Cues and Media
“The Blue’s Web address is prominent in the spot. To appeal to the younger prospect, too, the commercial strays from traditional Blue Cross Blue Shield formats. The music is upbeat with a Seinfeldlike tune, and the camera cuts are quick and frequent. The ultimate message is to call or visit the Website for additional information — a basic, but effective, lead generation effort. As is true in using television or free-standing inserts to target an older audience, targeting a younger group requires continual testing to determine a control position. The goal of using a broad-reaching medium is to have younger prospects cost-effectively self-select. Using this approach, it is possible to reach and influence a younger prospect for your product or service where leads have been traditionally difficult to reach.”
This campaign is credited with growing Blue Cross Blue Shield’s subscriber base by 15%.
The Millennial Marketing Blog is filled with insights on Gen Y.