CLIENT
GMHBA
Matt Vagg, Executive Manager Brand
Diane Pavlicevic, Group Marketing Director
Cameron Spolding, Brand Manager
AGENCY
Claudia McInerney, Managing Director
Jayne Driver, Business Director
Danish Chan, National Planning Director
Casey Nguyen, Account Manager
Sally Richmond, Associate Creative Director
Lauren Doolan, Associate Creative Director
Jack Davies, Senior Copywriter
Renee Luri, Design Director
Katie Wellbelove, Producer
Leigh Cooke, Editor
SUMMARY
GMHBA suffered declining January sales for years and it wasn’t alone. The entire health insurance category is shrinking, and January is the worst time of the year. But in January 2017, GMHBA – a small not-for-profit health insurer – outsmarted the category and subverted the retail carnage by turning other brands’ sales advertising into a prompt to buy health insurance. “Enough to make you sick” was a small campaign that defied a declining market, by increasing enquiries and sales.
