Queensland Country Health Fund Switch CAMPAIGN 2017

PROJECT ROLE Strategic Planner
HEAD OF STRATEGY Gerry Cyron
AGENCY LOUD
CLIENT Queensland Country Health Fund

March is a key time of year for all health funds as they encourage people to compare and switch before the annual premium increase. We were tasked with increasing health fund members by identifying and developing a point of difference to boost the appeal of becoming a Queensland Country Health Fund member, while using their long-standing brand ambassador, netballer Laura Geitz.

Strategy

Private health insurance is key to staying healthy and confident for our target audience of women aged 25-40. With Queensland Country Health Fund, members receive personalised support and valuable Extras that cover them for whatever comes next: whether that’s touring as an Australian Netball captain, or planning to start a family. By utilising our brand ambassador, Laura Geitz, as she goes from the life change of professional netballer to mum, we encouraged our audience to change to a health fund that values all of their life’s changes.

Results

  • Record month of new health fund members

  • Increased impressions on Facebook with an engagement rate of 0.69% (average benchmark across all industries is 0.17%)

  • Reached a 0.11% click through rate for digital display (average benchmark in Australia is 0.07%)