This campaign, which went out in early 2020, was designed as an extension to Fedhealth’s 2019 broker product launch. The broker launch was themed “Art of the Sale” and featured a real-life gallery made up of sculptures and installations which all related to Fedhealth product features. It was massively effective in conveying the Fedhealth brand message and created a great conceptual platform to build on.
Hence, the “Hidden Numbers” campaign was born, featuring a ‘Da Vince Code-esque’ twist.
We’ve learnt from the broker launch campaign, specifically the first art piece which featured a real box of cash that literally showed the millions of Rands Fedhealth saved their members last year, that physically showing the numbers of that Fedhealth pays from risk instead of savings, makes quite an impact.
In fact, saving members a few Rands here and there easily slips by unnoticed. We have to add it together and reveal it in such a way that the bigger picture stands out. Otherwise, it remains hidden. This thought of revealing to the HR managers, who ultimately advises staff on which medical aid scheme to choose, the important truths that have been hidden from their plain sight, is the inspiration behind the concept…
It starts off with the delivery of a beautiful art piece to the recipient, in this case Sanlam HR managers. An A3 stretched-canvas painting featuring a painting – something that they would want to put up in their office.
Once they unwrap the painting and turn it around, they notice that all is not as it seems. One corner is pulling away from the frame slightly, with a message that invites them to look closer.
Hidden inside the frame is a secret dossier, with copy that invites them to ‘look closer and discover the hidden numbers’.
The text then goes on to explain that Fedhealth pays for more unique benefits from the scheme’s coffers rather than the members’ day-to-day savings than any other medical scheme. When you really add up these numbers, which often becomes forgotten, Fedhealth delivers more savings and more Rands into the pockets of their members than any other scheme.
