Lighted-hearted spot aims to boost awareness of HealthPlus and its top-selling individual Signature plan in Detroit and Flint markets

FLINT, Mich., Feb. 3, 2012 /PRNewswire/ -- HealthPlus is looking to score a major marketing touchdown this Sunday as it launches an all new advertisement and Facebook campaign during Super Bowl XLVI. Featuring a snowboarder tumbling gently downhill, HealthPlus developed the "Tumble" spot to appeal to active 30- and 40-somethings most likely to buy its popular Signature plan for individuals.

(Logo:  http://photos.prnewswire.com/prnh/20120203/DE47296LOGO )

"A Super Bowl ad is a bold statement about the HealthPlus commitment to growth in Southeast Michigan and beyond," said Raj Bajpai, marketing director at HealthPlus. "WE know we're more than a Flint HMO and that HealthPlus has grown into a dynamic health insurance company with a variety of products and plans. Now we want to share that message on a much larger scale."

Working to shift outdated perceptions, HealthPlus and advertising agency re:group of Ann Arbor, Mich., developed a 30-second spot that entertains and educates.

"We wanted something completely different from what we've done in the past but effectively communicating to the population buying Signature products. Namely, that they don't think about health insurance until it's needed, and they don't know the costs of potential injuries."

The resulting 30-second spot shows a snowboarder toppling downhill, a voice-over that starts with "Life's great. You're on top of the world," and text boxes identifying injuries and treatment costs.

"We're confident the ad and its Super Bowl launch will make an impact," said Bajpai.

In addition, HealthPlus created a social element playing off the "tripping" sequence. Viewers will go to a specially created Facebook page where they can win a "trip" to Boyne Mountain, get a Signature plan quote, or learn more about Signature plans. Eligible contestants can enter beginning Feb. 4 at healthplus.org/trip.

HealthPlus Super Bowl ads will run during the pre-game show and in the second half. Score!

About HealthPlus

HealthPlus of Michigan is a health and wellness organization providing customized, nationally recognized health plans that meet the needs of large and small employers, families and individuals, through a variety of programs, including Medicare Advantage and Medicaid. Formed in 1977 as a not-for-profit health maintenance organization, today HealthPlus:

• Manages health care coverage and wellness programs for members throughout Michigan
• Offers a statewide network of 24,000 physicians
• Provides access to 1.6 million providers nationally
• Covers emergency care globally
• Provides access to centers of excellence, including the Cleveland Clinic and Mayo Clinic

HealthPlus is headquartered in Flint Township, Mich., with offices in Troy and Saginaw, Mich. Learn more at healthplus.org.

The National Committee for Quality Assurance has ranked HealthPlus' commercial HMOs among the nation's top health plans; its commercial, Medicaid and Medicare HMO plans are accredited as "Excellent" by NCQA (NCQA Health Insurance Plan Rankings 2011-2012 –Private).

Contest subject to official rules at: http://www.healthplus.org/socialmedia/facebook/SignatureTripGiveAwayOfficialRules.pdf.

SOURCE HealthPlus of Michigan

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