To launch Selfmed’s affordable, network-based SelfNET Essential plan aimed at a younger generation that has never before had access to, or could afford medical aid, we needed to break the taboos and do away with the stuffy communication often seen in the industry.
We used a light-hearted approach with thumb-stopping visuals in which we urged people to ‘Cover their Assentials’ and spread the product message across social media. We used various tools such as quizzes, influencers, PR and more to create reach and awareness for the campaign.
And the people agreed. Their ‘Assentials’ needed to be covered! The one-year new member sign-up target was achieved in less than 9 months.