BlueCross BlueShield Costa Rica

The Wake Up Ads

Agency: Havas


Car accidents are one of the main causes of death in Costa Rica, and many of those accidents happen because people fall asleep while they drive at night. So, as an insurance company BlueCross BlueShield Costa Rica that is always looking after every single one of our clients and potential ones, we wanted to take action into this problem.
A study from MindLab, a British neuromarketing research firm, stated that men and women wake up to different sounds, because of how our brains evolved throughout the years, it has developed sensitivity to certain sounds depending on the gender of each person.
And based on that study, we wanted to address the problem differently. In addition to the sounds, we created horror stories with some of those sounds in them, creating the first radio spots scientifically made to wake you up. We aired them on the main radio stations between 11pm and 4am, the hours where most of the accidents took place.
We did theses horror stories before anyone else became one.

This professional campaign titled 'The Wake Up Ads' was published in Costa Rica in September, 2021. It was created for the brand: BlueCross BlueShield Costa Rica, by ad agency: Havas. This Audio medium campaign is related to the Finance and Public Interest, NGO industries and contains 4 media assets. It was submitted over 1 year ago by Senior Copywriter: Vladimir Badilla Contreras of Havas Tribu .


Advertising Agency: Havas Costa Rica, San José, Costa Rica
Cmo: Inés Monge
Ceo: Diego García
Cco: Josafat Padilla
Head Of Art: Roberto Morales
Creative Director: Sebastián Quirós
Copywriters: Vladimir Badilla, Daniel Calderón, Diego Castro
Art Director: Andrea Castro
Designer/Video Editor: Melissa Rojas
Account Director: Jacqueline Castillo
Account Executive: Jose Brenes
Production Director: Walter Benavides

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