GEMS wanted to introduce a new medical aid option during their year-end option switch period at the end of 2016. The option, Emerald Value, was introduced via an integrated, multi-channel campaign with a USSD platform as one of the primary mechanisms to drive enrolment on this option.
As agency, we adopted a phased approach for the campaign which included emails and MMSs to members, followed by awareness emails to staff and finally a strong social, digital and radio drive with printed collateral as support.
The copy and visual approach emphasised how Emerald Value was 'the smart option' for members, portraying GEMS as an innovative scheme that has their members' best interests at heart. It also created an emotional 'pay-off' by complementing our audience, i.e. by making a smart choice, they were smart too.