Friday, November 11, 2016

Blue Cross Blue Shield wants you to floss.



Despite evidence that not flossing can cause heart disease, 80% of people don't floss.  Based on the belief that an ounce of prevention is worth a pound of cure, BCBSA has just launched a wellness campaign.  Other topics to be covered include sleep, balance and sitting.

Interestingly the communications strategy targets thought-leaders and influencers -- teachers, CrossFit and other fitness enthusiasts. 

Here's the video. 







So what do you think?  Will it resonate with the target?  Was it a smart move to target mavens instead of end users?  Why or why not?  Will it persuade you to start flossing?


Faw, L. (2016, November 9)  Floss To Be Fit: Blue Cross Blue Shield's First Foray Into Video.  mediapost.com.  Retrieved November 11, 1016, from http://www.mediapost.com/publications/article/288730/floss-to-be-fit-blue-cross-blue-shields-first-fo.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=97984 

15 comments:

  1. Firstly when I saw it , I found it was just a funny ad and I didn’t find their message.But I gradually understood who is their target, gym heavy users tends to be aware of all of health products and the ad would say that flossing is an easier way than gym to keep their health and it will involve another potential customer. The company likely tries to give end users a strong message and keeps it in consumer’s brain.However I think it is too complicating to describe their all message and should be more simply.

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  2. I don't think this ad will resonate with the target used. In general, fitness enthusiasts, particularly cross fit and body builders, are more focused on their outer appearance and reaching personal records and flossing doesn't contribute to that goal. I think using influencers is a good strategy but I would suggest influencers who are more focused on overall well-being and who promote healthy lifestyles that are more relatable to the average American. This ad does not persuade me to start flossing because I can't relate to this target and there's no clear explanation to why it's so important to floss. I also shivered at how disgusting it seemed to floss while working out! I would be more interested if someone told or showed me the dangers of what could happen if I don't floss more regularly.

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  3. I think the ad will cetainly reach their target audience. Generally, crossfit enthusiasts care about their wellness and health and part of that is their physical appearance. Healthy teeth and a shiny smile is at the very center of that. I personally laugh as I would be considered their target audience and the ad clearly is trying to promote a healthy workout routine with a daily flossing route. Once it's part of that routine you will have a hard time braking from it and are more likely to stick to the plan. I definitely believe the add is effective. Now I will go floss.

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  4. When I watched the commercial the first thing that came to my mind was the message that flossing is just as important as your daily exercise. The oral fitness is just as important as keeping up with your exercise. I think it would have helped if they had used a cliché that would have catchy phrase but I get overall message regarding oral hygiene I am not sure if it will resonate with people who currently don’t floss. I think something if you believe that people that exercise to prevent heart disease then something in the commercial telling that gives the message that keeping your gums in shape could lower your risk of heart disease

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  5. I think this ad wants the audience to understand how important flossing is to prevent hearth disease. The ad drawing a comparison between the health benefits of an active lifestyle and doing Crossfit and flossing. Actually the ad suggest that flossing is the most important part of the workout so it could be understood that the ad is says that flossing is better to prevent hearth disease than working out.

    Although I like the ad, I`m not sure how the general public will take it. The target audience could be turned of by the first part of the ad when you only see people working out.


    I like how the ad took a different approach and not only showing us statistics why to floss. However I feel some data at the end of the ad would make it more convincing.

    Adam N.

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  6. I really like this add and I truly feel it will capture the target's attention. It perfectly communicates the message that floss is typically forgotten but it should not. People within their target (adults b/w 20 and 40 I would say) are more and more often concerned about health, body type, and overall having a healthy life. However, they do not consider flossing as part of it, and that's what you can see in everyone's face in this add. I think the add combines a bit of humor with a powerful message; and humor, definitely captures more of the target's attention.

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  7. I struggled to find the connection between those working out and flossing when I watched the ad. It was funny (in an odd kind of way) but I do agree with other commenters that they likely care more about their physical appearance vs. dental hygiene. It'd be interesting to understand why fitness enthusiasts are the target they are going after. Also the connection between flossing and healthcare seems a little off since overall healthcare is so much more than just flossing.

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  8. I loved this! I think it appeals to the fitness minded individual, but also those that don't work out. Flossing is almost effortless, and adds 30secs to the brushing routine. For those that do not exercise, they see this as a way to improve their health without having to do the rest of the hard work highlighted in the ad.

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  9. I think this ad is great!!! I love how it shows the difficult various workouts first, and then shows the flossing station which is "the most important." Most flossing commercials I feel are targeting kids, so this is a very important campaign to reach young adults and adults. It shows the importance of flossing without feeling like an "in your face" advertisement.

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  10. I think it's a cool ad that might actually work since fitness-addicted people will do anything that will make them look and feel healthy (flossing it is).

    However, I feel that it kind of gross that they start flossing without washing they hands after grabbing all the CrossFit equipment. While flossing is important, getting bacteria into your mouth is not the healthiest way to live your life.

    Talking about the effectiveness of the ad, I think it's a great try, but I'm not sure that it will be successful. How many people know that it's important to work out, but don't do it anyways? Same with flossing: if you put these two things together (fitness & flossing), it doesn't mean that people will start doing any of it.


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  11. I think this ad presents the idea of flossing in a creative way. It is a smart move to target mavens because they are considered as experts and influencers to end users. When customers are not certain about the purchase of the products, these mavens can convey effective persuasion.

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  12. I think they missed the mark on this. I like the idea, but it didn't scare me enough to think "oh shit I better get on the flossing because its as important as taking care of the rest of my body" it was more just silly. I feel like they should have given some facts to the benefits of flossing, like you can SEE the benefits of cross fit because everyone is fit and strong. Most people dont floss because they thing brushing is enough and flossing isn't that big of a deal. I dont floss and this wouldn't make me start.

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  13. Love the ad!
    I see the juxtaposition of lifting weight which is hard work with flossing an relatively easy thing to do yet 80% of people don't floss. I think the ad will work because the target is young active people that care about their body image and are health conscious. If you care that much about your body then it should be easy to start flossing.

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  14. I like this commercial. I thought it was a funny commercial that definitely hits home with their target audience. People who work out care about the way they look and I think this was great awareness to floss.

    William Gockel-Figge

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  15. I think that what the ad is communicating is that someone who wants to take care of his health won't be doing it well if he doesn't floss, eventhough does a lot of physical exercise. At the end of the ad there is a message saying "Live Fearles" but I don't think the target market is able to understand that flossing is related to health in general or to heart attacks. I think the audience understands that the ad is about the importance of taking care of your teeth but not your health.

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