Monday August 7, 1:10 pm ET
Blue Cross of California plan receives 13 awards
THOUSAND OAKS, Calif., Aug. 7 /PRNewswire/ -- With the idea
that "this is not your parent's health insurance,"
Cross of California's (through its affiliate BCL&H Insurance
Company) Tonik Health changed the way 19 to 29 year- olds looked
at health insurance. With a ground-breaking approach to health
insurance and attractive marketing, Tonik Health has not only
met the goal of reaching a largely uninsured population, but
also, gained the recognition of advertising industry leaders
recently receiving the national Gold Effie Award and an AAAA
Jay Chiat planning award for its effective medical insurance
marketing campaign. These awards follow 11 Addy statues awarded
to the campaign by the Greater San Francisco Ad club awards
earlier this year.
Sponsored by the American Marketing Association, the Effies are
among the most sought after awards in the marketing industry because
campaigns are judged by the results they deliver as well as creative
originality, and innovative media concepts. The Tonik campaign
exceeded the goal to reach their key demographic and more importantly
reach a growing uninsured population -- of those who have enrolled
in Tonik Health, 70 percent were previously uninsured.
"We are very excited to see the success Tonik has had
in reaching this very important population," said Charlene
Maher, vice president and general manager for Individual Plans
at Blue Cross, "this recognition coupled with how popular
the plan has become is a great testament to the efforts Blue
Cross makes to be innovative in designing products and plans
that meet the needs of our consumers."
The Tonik marketing effort -- including brand identity, web
site and all advertising materials -- was developed by Grey
San Francisco. "This kind of insightful, fresh and effective
work can only be developed through true partnership between
a client and agency," said Betsy Sperry, Managing Director
of the 140-person office. She continued, "Throughout the
process, Blue Cross and the Tonik product team urged us to push
the envelope, to do totally new work that communicated the innovation
inherent in the product. Our goal was to make the marketing
as young and energetic as the audience. The business results
are proof this was the right strategy."
Following its launch in California, Tonik was rolled out in
Colorado and Nevada.
Blue Cross of California is a subsidiary of WellPoint, Inc.
(NYSE: WLP - News). WellPoint's mission is to improve the lives
of the people it serves and the health of its communities. WellPoint,
Inc. is the largest publicly traded commercial health benefits
company in terms of membership in the United States. WellPoint,
Inc. is an independent licensee of the Blue Cross Blue Shield
Association and serves its members as the Blue Cross licensee
for California; the Blue Cross and Blue Shield licensee for
Colorado, Connecticut, Georgia, Indiana, Kentucky, Maine, Missouri
(excluding 30 counties in the Kansas City area), Nevada, New
Hampshire, New York (as Blue Cross Blue Shield in 10 New York
City metropolitan counties and as Blue Cross or Blue Cross Blue
Shield in selected upstate counties only), Ohio, Virginia (excluding
the Northern Virginia suburbs of Washington, D.C.), Wisconsin;
and through UniCare. Additional information about WellPoint
is available at http://www.wellpoint.com .
Blue Cross of California and its California affiliates, serving
more than 7.6 million medical members, is an operating subsidiary
of WellPoint Health Networks Inc., the nation`s second largest
publicly traded health care company. WellPoint serves the health
care needs of 15.6 million medical members and 46.8 million specialty
members nationally. WellPoint offers a broad spectrum of quality
network-based health products including open access PPO, POS and
hybrid products, HMO and specialty products. Specialty products
include pharmacy benefit management, dental, utilization management,
vision, mental health, life and disability insurance, long term
care insurance, flexible spending accounts, COBRA administration,
and Medicare supplements. Blue Cross of California can be found
on the web at bluecrossca.com.
Blue Cross of California is an independent licensee of the Blue