• Situation

Medibank are currently losing customers due to cost-of-living pressures.

• Brief

Help Medibank customers see the value of their health insurance by helping them see their incredible potential.

• Objectives

Convince Medibank customers to keep their policies.

At first glance this ad looks like it has been written by a toddler bashing a keyboard. There is method to this madness however. The ‘wrong’ appearance of the words in the execution hooks you into the copy. Discovering you can actually read them keeps you engaged in and lands the message that reframes how you view your health.

• Impact

The concept has a powerful ‘aha’ moment when the reader discovers they can read something that at first glance didn’t seem possible. The impact of this reframes how you see yourself and how you value your insurance cover.

• Reach

The print ad ran in the Medibank Live Better magazine with a circulation of 20,000.

• Engagement

The ‘wrong’ appearance of the words in the execution hooks you into the copy, and discovering you can read them keeps you engaged.

• Change in Behaviour

The realisation of potential compelled customers who were considering cancelling their insurance policies to reconsider.

• Achievement against objectives.

Result data TBC