Blue Shield of California is a not-for-profit health plan provider founded in 1939 and based in San Francisco, California. The organization serves over 3.4 million health plan members and nearly 65,000 physicians across the state. TriNet HR Corporation is a cloud-based professional employer organization for small and medium sized businesses. TriNet administers payroll and health benefits and advises clients on employment law compliance and risk reduction. TriNet is headquartered in San Leandro, California.
Engine, LLC was tasked to develop a co-op radio and outdoor advertising campaign giving both organizations the capability reach their respective audiences while sharing media space. Engine, LLC crafted content and developed a distinct copy "anchor" allowing the campaign to be modular, expandable and able to effectively deliver messaging for both brands simultaneously.