New GMHBA campaign heroes customer service


Truly Deeply’s new campaign for health insurer GMHBA brings to life one of the brand’s biggest strengths, their customer service.

The campaign builds on the Victorian health insurer’s recent rebrand and new positioning as ‘building healthy communities together’.

A leading not-for-profit health fund, GMHBA always puts their members before profit and was once again voted “Best Health Insurer” for customer service in the Financial Review, Smart Investor SMILES survey 2012/2013.

“With friendly, personalised customer service as a key proof point and highly valued differentiator, we wanted to hero the very people who deliver this brand experience everyday, the GMHBA staff,” says Michael Hughes, Director of Brand Strategy, Truly Deeply.

GMHBA Health Insurance Real People

The campaign features customer service advisors from GMHBA’s Victorian branches and call centre, each talking about different product and brand benefits. The messaging will evolve with specific offers in the coming months.

“Truly Deeply has been a true marketing partner working with us to refresh all internal and external communications and build an enduring GMHBA brand that is relevant and compelling in the community, says Matt Vagg, Head of Marketing, GMHBA.

“The campaign keeps the new brand positioning at the heart of the communications but also strategically delivers retail messaging and a strong call to action,” adds Vagg.

Television ads are now on air across regional Victoria with radio, press, point of sale and online communications to follow in the next few weeks.



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