A launch campaign that positioned a new HMO as a worthy challenger, built immediate awareness and drove sign-ups.
Channels
Digital · Offline · Inbound
//001 The brief
The client
Good health remains one of the basic needs of individuals irrespective of status in society. Health insurance is supposed to be a salvaging factor and help improve access to quality healthcare — however, health insurance penetration in Nigeria is extremely low.
In response to the ever-changing needs of the customer, Leadway, a credible and top player in the financial non-banking sector, birthed an HMO — Leadway Health — to redefine the healthcare system in Nigeria leveraging advanced technology and its unique proposition.
The challenge
It was imperative that our campaign built immediate awareness and visibility, and positioned the brand as a worthy challenger for market share — driving acceptance and sign-ups.
Goal — Launch & sign-ups
Goal — Rebrand
//002 Our approach
How we
tackled it.
It was important for us to align with the objectives of the new brand and create a campaign that helped meet these objectives.
Strategy
Brand awareness campaign, content strategy and an automated leads generation system — working together across digital and offline channels.
//003 Our big idea
“Make the smarter choice.”
The joy and peace that comes with the best healthcare when a setback or life happens cannot be quantified. When you have an option that affords you quick access to quality healthcare and a brand that truly cares for you, the only rational choice to make is a smarter one.
//004 The work
The work.
2 print · 1 radio
Print
02 pieces
Poster
Poster
Radio
Press play