Faced with the challenge of growing a client's share of New Zealand's health-insurance market, agency Chemistry Interaction decided to build a campaign around encouraging behavior that makes it less likely people will actually use the product.
This seemingly counterintuitive decision made Sovereign stand out in a largely undifferentiated industry while also improving the business fundamentals, Joseph Silk, Director/Chemistry Interaction, told the Data & Marketing Association's (DMA) &Then Conference in New Orleans.
The approach was a result of the circumstances of New Zealand's health-insurance sector and Sovereign's position within it. "They came to us and said,...