GMHBA: Enough to make you sick

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Campaign details

Agency: whiteGREY MelbourneAdvertiser: GMHBACategory: Other Services

Executive 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...

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