If there is one thing that keeps healthcare marketers awake at night - particularly marketers for mu...
A short film featuring Ron Black of The San Juan Dance Club, created by Parallel Path and Colorado natives the Roos Brothers for Rocky Mountain Health Plans (RMHP) will grace big screens around the world as an official selection of the 2019 Mountainfilm World Tour. The tour, an extension of the Mountainfilm Festival held annually in Telluride, Colorado, brings select current and best-loved films from the festival to national and international audiences throughout the year.
Brave Enough for the Dance Floor
‘The San Juan Dance Club’ is an intimate and moving glimpse into the life of Western Slope resident Ron Black, who in retirement started teaching dance, eventually co-founding the San Juan Dance Club in Montrose, Colorado. “When I retired, I didn’t know what to do,” explains Black from the driver’s seat of his truck in one of the film’s opening scenes.
“I know I need to keep busy, so I thought, well, I’ve been dancing for over 20 years, I bet I can teach it.” His now-beloved dance club attracts singles and couples from the region to weekly dance lessons and showcases - and second chances. "You create the atmosphere for two people to meet," continues Black, "and you watch as they find each other."
A Fully Integrated & Data-Driven Brand Campaign
‘The San Juan Dance Club’ is part of the award-winning Life on the Western Slope (LOWS) film series, created during an ongoing integrated marketing campaign Parallel Path has developed for Rocky Mountain Health Plans (RMHP) to increase awareness during annual enrollment periods. ‘The Redstone Pack,’ another film from the series also picked up an official nomination for Best Branded Documentary Short in the 2019 Webby Awards.
The videos are an anchoring component of the strategy that Parallel Path designed for RMHP – one based on authenticity that aims to create a memorable, entertaining, and meaningful interaction with audiences across the region. Case in point, each of the films in the series features a real person; no actors or scripts are used during the shoots.
“It’s been special to experience first-hand the power of bringing inspiring local people together with a great brand like RMHP to share their unique stories. Their stories should be told.” - Luke Eisenhauer, Parallel Path Strategic Consultant
The first three films in the Life on the Western Slope series ran from October 2017 to January 2018 as part of a fully integrated, multi-channel brand campaign that drove over 6.3 million film views.
The Courage to Lead with Authentic Content
People are drawn to relatable stories. They engage and act only when they are moved to do so. "In this age of media over-saturation, sound bites and distractions, it's the brands like Rocky Mountain Health Plans that have the courage to lead with authentic content that connects on a deeper level with its audience that will have more meaningful relationships with their customers," explains Parallel Path's Chief Client Officer, Hardy Kalisher.
As Ron Black’s story travels across the globe, the LOWS campaign continues to be a successful campaign that elevates the “RMHP Protects…” message not only across the Western Slope, but the world.
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