When Blue Cross® Blue Shield® of Arizona needed to increase brand awareness and drive enrollment in an increasingly competitive market, they turned to us at Immortal Media to help relaunch their 80-year-old brand. The goals were to develop new brand positioning that would resonate with the local audience and identify BCBSAZ as a strong, experienced health leader. The resulting integrated multi-channel campaign incorporated effective methods using Connected TV, digital video, social, television, radio, out-of-home outdoor and “heavy-up” media support at launch—all leading to increased ad recall, brand favorability and enrollment.