Gatecrasher Advertising > Work > GMF Health

The Overview

GMF is a budget health insurer owned by HBF and mandated to grow as quickly as possible and not stray into the same brand space as the parent organisation. The brief for this particular campaign was to sell GMF’s ancillary product through a direct-response campaign with a $75 cash back incentive. The challenge was to communicate a very complex product offering while not burying the retail offer in the process.

The Work

Our creative solution took the retail hook of the $75 cash back incentive and linked it to the notion of ‘shopping around’ for value health insurance. This approach created a cohesive framework within which to speak about the product benefits and the retail incentive without any confusion. The simple and no-thrills, yet clever execution reinforced the GMF brand essence and differentiated from HBF.