Back in the early 2010’s when the idea of a free gym membership and movie tickets to complement your medical aid membership was still a novelty, Fedhealth had its work cut out. Many of the other competing schemes were busy wowing potential members with value-added elements. Fedhealth decided that it was time to reposition themselves in the marketplace. Not only to convince individuals to choose Fedhealth as their medical aid, but to also create interest among corporates to sign up the scheme for their employees.
A real solution.
Fedhealth had one major thing going for them. Although, at that stage, they couldn’t compete with the bling-factor of gym memberships, free toasters and movie tickets, they do provide just about the greatest actual health-related benefits of any South African medical aid… as voted by health care professionals. REAL benefits that matter when you need it most. Because a gym membership won’t save your life in an emergency, and movie tickets won’t pay for your expensive medicine. Fedhealth provides REAL medical aid benefits… and nothing replaces real.
TV advert
The campaign launched with a prime-time TV spot which tells the story of a 13 year-old boy… A story about REAL.
We live in a digital world. We have a thousand friends on Facebook, we talk to each other on email and Whatsapp, we tweet, we blog, we insta… we do everything except spend real, quality time with one other. While this world serves as our reality, it’s not real. This advert shows how we get back to REAL, and in so doing, relaunch Fedhealth as the REAL MEDICAL AID.
Print adverts
The print adverts were designed with no visuals to keep in line with the “real” concept, focusing on the real message, with no frills. The copy was to the point, and once again, no BS, just the real facts.
Billboards
Besides the normal emailers, web banners and mobile elements, the campaign was rounded off with empty billboards, which were strategically placed to reveal the striking landscapes behind them, and framed by just the campaign line.
