Effies
Australia
Summary
GMHBA suffered declining January sales for years and it wasn’t alone. The entire health insurance category is shrinking, and January is the worst time of the year. But in January 2017, GMHBA – a small not-for-profit health insurer – outsmarted the category and subverted the retail carnage by turning other brands’ sales advertising into a prompt to buy health insurance. “Enough to make you sick” was a small campaign that defied a declining market, by increasing enquiries by 235% and sales by 23%. With a ROI of 816%, this campaign catapulted GMHBA into growth, and all for less than $140,000.
Case study
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Credits
| Managing Director | Claudia McInerney | ||||||||
| Business Director | Jayne Driver | ||||||||
| National Planning Director | Danish Chan | ||||||||
| Account Manager | Casey Nguyen | ||||||||
| Associate Creative Director | Sally Richmond | ||||||||
| Associate Creative Director | Lauren Doolan | ||||||||
| Senior Copywriter | Jack Davie | ||||||||
| Design Director | Renee Luri | ||||||||
| Producer | Katie Wellbelove | ||||||||
| Editor | Leigh Cooke | ||||||||
| Executive Manager Brand | Matt Vagg | GMHBA | |||||||
| Group Marketing Director | Diane Pavlicevic | GMHBA | |||||||
| Brand Manager | Cameron Spolding | GMHBA |
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