New Brand TVCs take health insurer from Regional to Metro

Cameron Ling branding agency Melbourne

A strategic TVC campaign to grow the GMHBA brand.
GMHBA is an Australian not for profit health fund with more than 80 years’ experience. The fund is the fifth largest health insurer in Victoria with strong roots in regional areas.

As part of our brand journey with GMHBA, we developed a TVC campaign. Having successfully rebranded the business within their regional markets, the growth that came as a result saw GMHBA turn their attention to capturing the Melbourne Metro market for the first time. We developed the campaign, bringing-in production partners for the execution.

The hero of the campaign was cameron Ling, a former captain of the Geelong Football Club. Since the start of our work with GMHBA we had identified ‘Lingy’ as he’s affectionately known throughout most of Australia as the perfect endorser for the brand. Lingy is universally loved and respected and is seen as an icon of Geelong – the heartland and heritage of GMHBA.

The campaign was a great success cracking the metro market for GMHBA and opening the door for the next significant phase of business growth.

“We operate in a highly competitive market and needed a partner who could quickly understand our business and help us turn our unique heritage into a distinct and differentiated brand positioning. Truly Deeply understood our needs and provided us with a complete end-to-end brand solution that not only met our brief, they exceeded our expectations,” Matt Vagg, Head of Marketing, GMHBA Health Insurance.

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