GloHealth is Ireland’s newest, most innovative health insurer. Their launch campaign in July 2012 communicated their great value health insurance tailored to individual needs. This was followed up with a further large format burst at the end of the year. And now GloHealth are a finalist in the Marketing Institute All Ireland Marketing Awards in the New product/New market category.
For both outdoor bursts, GloHealth ran on JCDecaux 48 sheets and Metropoles. In cycle 26, an innovative element was added to five 48 sheets in Dublin in the form of UV lighting. This gave the campaign extra standout on the dark winter nights and really made the campaign 'Glo'.
We spoke with GloHealth’s Head of Marketing, Ruth Bailey on their marketing strategy, their Outdoor campaign and what the future holds for GloHealth in the Irish market.
Can you give us an insight in to GloHealth’s marketing strategy and how it came about?
GloHealth is the newest health insurer to launch into the private health insurance market in Ireland. With only three existing competitors in the market and almost 50% of the population choosing health insurance, we recognised there was a need for more competition to meet the needs of the customer. However, we knew we had to be different and to be better than the competition if we were to be successful in launching a new health insurance brand to the Irish market. After extensive consumer research and analysis we built the GloHealth proposition around the idea of tailored cover, our customers could choose a health insurance plan specific to their needs, rather than having to accept the one size fits all approach that is currently offered by the competition. Once we had agreed the proposition, building the brand, the product suite and the communications all fell out of that. Our launch marketing strategy was three fold – 1. To announce to the market that we had launched 2. Communicate the brand proposition 3. Make the phones ring and the website sing!
GloHealth’s launch campaign included outdoor, press, radio and digital media – what was the rationale behind this media mix?
Our media strategy and mix was critical in achieving our business objectives for launch. We had an initial need to drive awareness of the GloHealth brand coupled with a commercial element to drive enquiries into our business. Each media format played an integral role in our overall integrated marketing campaign with outdoor and digital driving awareness while radio and press drove response.
Did you find synergy between outdoor and press/radio/digital?
Absolutely, we found that each media element complemented each other resulting in a strong media mix. No one medium was going to deliver on our objectives, the sum of all of the parts was key to our campaign's success.
*B&A Research, refers to the number of adults who saw the outdoor element of the campaign
Were you pleased with the results of the overall campaign and specifically the outdoor element?
Yes, very much so. With the absence of television, outdoor delivered great scale and reach, enabling us to achieve our brand awareness and engagement objectives in a really cost effective way. Outdoor is also a great medium for visual identity. As a new brand, it was important that we get the look and feel of our brand in the public domain and outdoor worked very well for that.
Why did you choose large format 48 sheet and Metropoles for the outdoor element of the campaign?
We needed big brand exposure and reach around the country and these particular formats delivered this for us. 48 sheets gave us national reach and Metropoles allowed us to target commuters in Dublin.
Why did you choose JCDecaux for the Outdoor element of the campaign?
JCDecaux were the perfect fit for us based on our media strategy, with the largest reach nationally for big formats and Metropoles. JCDecaux were the perfect partner for format options and delivered the best value for money.
*B&A research
How has the introduction of a new health insurance provider been greeted by consumers in Ireland?
Consumers have very much welcomed GloHealth into the health insurance market in Ireland. We are offering a real alternative to consumers with our innovative product proposition that delivers better benefits and value for money.
Consumers in our target market have been most impacted by the economic downturn and at GloHealth we recognised that one size does not fit all and that consumers should have the ability to tailor their cover to suit their health and budget needs.
What does the future hold for GloHealth in the Irish market?
GloHealth will continue to innovate and bring choice by meeting the individual needs for each of our customers.
*GloHealth UV 48 sheet
For more information on GloHealth, visit www.glohealth.ie. All Ireland Marketing Awards finalists can be found at www.aimawards.ie.
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