The end of the financial year brings with it a series of financial incentives for younger Australians to take up private health insurance (PHI). Houston were engaged to develop a campaign idea that could be executed and rolled out across both owned and paid media channels with a short lead time of three weeks. Working to a tight timeframe and budget, Houston developed three initial campaign ideas/directions for the team to review, of which, “The things people say…” was unanimously voted as the preferred direction.
The campaign centred around the idea that from hearsay and old-wives-tales, to the true nuggets from Mum – a lot gets said about our health and how people should manage it. And – people also say a lot of things about the PHI industry.
Given Westfund is voted number one (as at 26th June 2020) for PHIs on Productreview.com.au, we were able to use both real-life customer testimonials as well as funny/relevant quotes and one-liners to spark interest and engagement across a more youthful demographic.
The campaign was a huge success, with results exceeding initial KPIs by 50% and expectations, prompting not just new leads, but sign ups across their NSW and QLD markets. The campaign achieved an ROI of 5:1, smashing their July budgets and achieving their KPIs well ahead of time.