GMHBA launches new ‘We’re for people, not profit’ marketing campaign via Shannon & Co.
GMHBA, Victoria’s leading regional health provider has launched a new major metro marketing campaign which sets out to deliver on the ethos of ‘We’re for people, not profit’.
Says Matt Vagg, marketing manager GMHBA: “Our challenge wasn’t simple – we needed to build awareness quickly, of who we are and what we do.
“But it was also crucial to differentiate ourselves and deliver compelling retail focussed messages, that would cut through in a highly competitive market.”
GMHBA enlisted Geelong’s own Cameron Ling, as its brand ambassador. Ling’s integrity, authenticity and community mindedness match perfectly with GMHBA’s values, enabling the campaign to deliver a powerful message.
GMHBA staff and the community are included to demonstrate that many people are willing to get behind the pursuit of delivering the best in health cover.
Says Ant Shannon, CD: “We wanted the campaign to capture GMHBA’s energy, as an authentic challenger brand up against the big guys. ‘We’re for people, not profit’ seemed to capture what they are all about.”
The #peoplenotprofit campaign will be used in social media channels to keep this conversation going.
The campaign is also given extra stimulus in the communications, by the use of specific monthly retail offers to experience the difference of GMHBA today.
Says Vagg: “The most pleasing part of this journey has been that Shannon & Co have quickly connected with our brand and found a creative way to help us take our story to a larger audience. The ads have resonated strongly with everyone internally as they strike at the heart of our not for profit ethos. It’s just what we do, we’re proud of it and we’re excited.”
3 Comments
Clever.
I like it.
Go Linga!