View samples of our award-winning work spanning integrated marketing, digital and video across public sector and private clients – from Blue Chip to SMEs and State-owned Companies.
Marketing Agency Services
Integrated, multi-channel switch campaign for GEMS
Integrated marketing communications

Date: 2016/7

Client: Government Employees Medical Scheme (GEMS)

Project: Emerald Value option swtich campaign

ROI: 21207%

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.

Marketing Agency Services

Tel: +27 11 514 3600
Fax: +27 11 466 8770
Email: info@difference.co.za
Address: 15 Indianapolis Street, Kyalami Business Park, Kyalami, JHB
Postal: Private Bag X1, Kyalami, 1684